Avon, the iconic beauty brand, has announced the launch of its products on Amazon in the UK, as part of its omnichannel strategy. This move is part of a wider brand reboot, which includes a new visual identity and ‘Embrace your Power’ brand positioning.

‍
The move to Amazon is part of Avon’s mission to provide customers with “aspirational beauty products at irresistible value”, especially during the current cost-of-living crisis. Over 300 Avon beauty products are now available on the ecommerce giant.

‍
Kristof Neirynck, Avon’s Global Chief Marketing Officer, said: “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.”

‍
Avon has also released a new advertising campaign for its new Hydramatic Matte Lipstick, which is part of the ‘Embrace your Power’ positioning. This positioning is based on the belief that every woman is born with her own unique power, but gender inequality stifles this potential. This comes as a recent report from the UN revealed that it could take over 300 years to achieve total gender equality at the current rate of progress.

‍
Avon’s mission to support women to realise their full potential and achieve financial independence is something that the company is passionate about. Avon reps earn on average 20% of each product they sell, helping each of these self-employed women create a better future.

‍
Sources: https://internetretailing.net/amazon-avon-reboot/