Online boom: Avon UK launches on Amazon for first time amidst omnichannel push

Avon products are now available to purchase on Amazon as the beauty brand steps up its omnichannel strategy, and unveils a new visual identity and ‘Embrace your Power’ brand positioning.

Avon is expanding its sales channels to Amazon for the first time in the UK.

It says it is looking to “embrace a wider customer base who wish to enjoy aspirational beauty products at irresistible value; something that’s even more important for consumers with the higher cost of living”.

Over 300 of its beauty and skincare products are now available via the online retailer, with more planned to launch across the year. These include the Glimmerstick Eyeliner, Power Stay Foundation and Power Serum with Protinol technology.

Alongside the launch on Amazon, 2023 has kicked off with a new visual identity and brand positioning, which is portrayed in the advertising campaign for the company’s new Hydramatic Matte Lipstick.

As well as being available via a rep and online through Avon’s website, all 15 shades can be found on Amazon.

Embrace your Power, meanwhile, stems from the belief that every woman is born with her own unique power, but gender inequality stifles this potential.

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.”