THE WHAT? As part of a wider brand reboot, Avon UK has launched on Amazon. The direct sales brand also unveiled a new visual identity and ‘Embrace your Power’ brand positioning.
THE DETAILS The new brand positioning – ‘Embrace your Power’ – stems from the belief that every woman is born with her own unique power, but gender inequality stifles this potential. The direct sales brand’s new look will make its debut via its Hydramatic Matte Lipstick campaign.
THE WHY? The move is part of Avon’s mission to attract a wider customer base. Kristof Neirynck, Global Chief Marketing Officer at Avon, says, “Avon is a true pioneer in direct selling and, as we continue to realise our omnichannel ambitions, now is the right time to launch our new Amazon store. Across Avon worldwide, online sales are now nearly three times pre-pandemic levels and expansion into other channels complements our existing network of Reps who offer best in class relationship selling.
“With the cost-of-living crisis gripping the nation, being able to provide more consumers with high-quality affordable beauty products is a key priority and expansion into channels like Amazon will only support us and our Reps to grow Avon’s collective customer base.”
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