Ding dong! Witherspoon's calling

The 'unlikely recruitment of the week' award goes to that veteran of direct marketing, Avon, which has brought acting beauty Reese Witherspoon on board as 'global ambassador'. The move, which involves Witherspoon having a hand in product design and advertising, is clearly meant to inject some much-needed glamour and vitality into what has become a rather outdated organisation.

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Last Updated: 06 Nov 2012
Avon said that the Oscar-winning star of Walk the Line and Legally Blonde 'embodies the drive, commitment and entrepreneurial spirit that is at the heart of the Avon representative'. That may be so, but we can imagine that quickly fading were she to spend five minutes peddling Avon wares door-to-door round a town like Merthyr Tydfil.

Indeed, Avon's sole-destroying approach to winning women's trade has come under increasing competition of late, with the convenience of the internet and lure of versatile high-street shops. In response, Avon is to double its spend on advertising which, despite the legendary status of its 'Ding dong! Avon calling' tag line, is painfully outdated. Still, it must be doing something right: an Avon lipstick is apparently sold somewhere in the world every three seconds. That's surely enough to put a smile on the lips of Miss Witherspoon, as well as a few extra quid in her pocket.

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