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Avon UK launches on Amazon amidst wider brand reboot


Avon has launched on Amazon in a bid to accelerate its omnichannel strategy.

Unveiling a new visual identity and ‘Embrace your Power’ brand positioning, the beauty brand is expanding its sales channels to Amazon for the first time in the UK.

As a result, the company is hoping to embrace a wider customer base who “wish to enjoy aspirational beauty products at irresistible value”, something that’s even more important for customers due to the ongoing cost-of-living crisis.

Over 300 Avon beauty products are now available via the ecommerce giant.

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“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,” Avon global chief marketing officer Kristof Neirynck said.

“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.”

Alongside its launch on Amazon, Avon also kicked off a new visual identity and released a new advertising campaign for the brand’s new Hydramatic Matte Lipstick.

The ‘Embrace your Power’ positioning stems from the belief that every woman is born with her own unique power, but gender inequality stifles this potential, Avon said in a statement.

This comes as recent report from the UN revealed, it could take over 300 years to achieve total gender equality at the current rate of progress.

“Supporting women to realise their full potential and achieve financial independence is something that Avon knows all too well, with reps the world over, earning on average 20% of each product they sell, helping each of these self-employed women create a better future,” Avon continued.

Image credit: Avon

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