Price increases, more product sampling and a reduction in the page count of its costly brochure, are among Avon’s tactics to restore sales and profitability in the U.S. market.

Pablo Munoz, president of North America, speaking at the CAGNY conference in Boca Raton this week, said the centerpiece of restoring its home market is in recruitment and retention of representatives.

Avon’s sales in North America slid 17% to $1,458,200 in 2013, with active representatives down 15%. Units sold declined 17% and operating margin slid 4.1%.

To keep representatives energized and engaged, sales meetings will now occur twice a month, rather than once, with renewed emphasis on product trial and demonstration. Selling tools will be made simpler with brochures (including main and special topics) cut from seven to four. And the pages in the main brochure will be reduced to 152 from 180. Anew skin care is being trimmed from 45 items to 31 items, and across all Avon brands more standardized packaging will be used.

To improve profitability for reps, prices will start increasing at least on part with “cost of living” rates, said Pablo. Avon will also resume advertising representative opportunities in its brochures. Previously, women paid $10 to sign up to sell Avon and received a package of information. In the future they will receive product samples. “Sampling leads to conversion,” he said.

Avon’s Mega Effects mascara was successfully re-launched this year at twice the price ($7.99 versus $4), thanks to better product demonstration efforts, noted Pablo. “Not everything is broken,” he said. “There are 850 districts and some are doing very well.”

In particular the company’s Hispanic regions are among its best performing, with its top 10 U.S. districts comprised mostly of Hispanics. Orders placed by Hispanics are 10% to 11% higher than average. So there will be more targeted marketing in the future.

“Our priority is fixing North America,” said CEO Sheri McCoy, “and restoring it to its rightful position as an iconic beauty brand” and “direct selling leader.”

In other news, Avon has inked a deal with Coty to sell a selection of Coty designer and lifestyle fragrance brands in Brazil.

Lauren Lieberman, analyst for Barclays Capital, thinks the Coty brands could be a “conversation starter” that reps can use as a “door opener” to other Avon products.

“There has been a struggle for Avon. `Do we emphasize our channel and distribution? Or the brand?’” said Lauren. “It is hard to do both well at the same time. And that doesn’t mean that this is their permanent statement, but a path for now.”

It could also give Avon a competitive edge in Brazil, a direct selling stronghold, as more traditional retail moves in, Lauren pointed out.