Avon launches on Amazon UK to bolster its digital strategy

Cosmetics and beauty specialist Avon has launched a range of over 300 of its beauty products on Amazon as part of the bid to bolster its omnichannel strategy.

Unveiling a new brand positioning dubbed ‘Embrace your Power’, the international beauty brand is expanding its sales channels to Amazon for the first time in the UK. Alongside its launch on Amazon, Avon has also debuted a new visual identity and released an advertising campaign for the brand’s recently-launched Hydramatic Matte Lipstick.

Avon is part of the Brazilian-based Natura & Co, which also includes Body Shop and, until recently, Aesop, which the parent company sold to L’Oreal earlier this month.

As a result of the Avon initiative with Amazon, the company said that it is hoping to attract a broader customer base who “wish to enjoy aspirational beauty products at irresistible value”.

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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. Across Avon worldwide, online sales are now nearly three times pre-pandemic levels and expansion into other channels complements our existing network of reps,” Avon global chief marketing officer Kristof Neirynck said.

Neirynck has been in place as CMO for just over a year and during that time the company has embarked on a revamp of its branding, including updating Avon’s visual identity, packaging and communications and improving the company’s digital capabilities.

“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,” he added.

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