UPDATE 2-Cosmetics maker Avon posts surprise loss

jueves 5 de mayo de 2016 11:47 GYT

* Net loss $0.38/share vs $0.33/share year earlier

* Total revenue down 16 pct, Brazil down 33 pct (Adds comments, details, shares)

May 5 (Reuters) - Avon Products Inc reported a surprise quarterly loss as it found fewer takers for its beauty products amid intense competition and economic slowdown in its key markets.

The company, which reported the 18th quarterly fall in revenue on Thursday, sold some businesses, cut costs and outsourced some of its technical operations in its latest turnaround plan announced in January.

Avon sold 80 percent of its North American business to Cerberus Capital for $170 million in December. The private investment firm also bought a 16.6 percent stake in Avon, helping the company in its transformation.

Analysts were still doubtful about Avon's ability to turn around given its costly business model of direct-selling.

"Before competing for final consumers, Avon has to compete for sales representatives by incurring high advertising expenses for attracting talent and ... incurring costs related to training...," research firm Trefis said in a pre-earnings note.

Avon, which has a network of about 6 million representatives actively selling its products door-to-door, said the number fell 1 percent in the latest quarter.

"Direct selling is a good place to be, and we still feel very strongly about it," Chief Executive Sheri McCoy said on a conference call with analysts.   Continuación...