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Avon launches Cruelty Free International partnership ahead of Amazon relaunch

Avon has partnered with Cruelty Free International, receiving approval under its Leaping Bunny Programme for cruelty free products.

The move comes part of the beauty brand’s 30-year commitment to animal welfare, which included becoming the first global cosmetics company to end animal testing.

As a result, the first of its ranges to receive Leaping Bunny approval include fragrances, Avon Care and Anew, with all other Avon product ranges due to obtain approval within 12 months.

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The Cruelty Free International Leaping Bunny Programme is the globally recognisable gold standard for cruelty free products, with requirements that go above and beyond laws restricting animal testing.

To obtain the approval, Avon’s entire supply chain has been rigorously audited, to ensure compliance with Leaping Bunny’s strict criteria.

“As a brand with a long-standing commitment to making the world better for all, I’m proud to announce Avon’s partnership with Cruelty Free International, building on our 30-year commitment to animal welfare,” Avon CEO Angela Cretu said.

Cruelty Free International CEO Michelle Thew added: “I am delighted to announce our partnership with Avon.

“To work with them to help end animal testing for cosmetics and declare their Fragrance, Avon Care and Anew ranges officially approved under the Leaping Bunny Programme is a real milestone for the global brand.

“I look forward to our continued partnership to approve the entire Avon product range over the next 12 months.”

The news comes as the beauty brand announced its relaunch on Amazon in a bid to accelerate its omnichannel strategy.

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