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In recent years door-to-door selling has attracted criticism for using aggressive tactics, largely by utility and double-glazing companies. But some observers believe Avon's decision to increase its home sales force could improve the image of D2D selling.

Robert Dirskovski from the DMA media channel development team, said: "Avon has immense marketing power - its 'Avon Calling' slogan has been around since 1960 and is still effective. This is a good campaign, which presents the benefits of door-to-door selling. The company has been using this approach as the basis of its business for a long time now and presents the door-to-door industry in a good light."

Avon stresses its approach to direct selling does not involve cold calling. "The service offered by our sales reps is very much a one-to-one marketing relationship. It's very different from the stereotype of a door-to-door salesman and we don't actually do any cold calling," Natalie Deacon, Avon's head of PR said. "We don’t get any hostility when selling products and I think that’s because the 'Avon lady' is thought of as a national treasure."

Colin Keywood, managing director of door drop company Frontdoor, said: "The key difference between what Avon are doing and what other door-to-door sellers do is that Avon warm up the target audience before they knock on their door. This means people are almost able to 'opt in' which works better for the industry because people are able to take a positive decision to ask for the service. People understand the business and why its products are sold door-to-door."

Avon, for which online now accounts for 3% of revenues, makes contact through dropping brochures before calling. The company dates from 1886 when New Yorker David McConnell launched a D2D perfume sales operation. It is the only beauty company in the world to offer a 100 per cent money-back guarantee on all its beauty products.

Avon will launch its search for thousands of new Avon ladies through a £500,000 advertising campaign later this month.

"One in three women are currently using Avon products in the UK so we are now looking to reach the two in three women that don't have a representative and maybe have an outdated opinion of the brand," Deacon said.

The company will be using its recent association with actress Reese Witherspoon to boost its profile. Witherspoon was signed to Avon last year when she became honorary chairwoman of the Avon Foundation, a charity that supports women and their families.