Ding Dong – Avon UK launches on Amazon

Category: Brands
Ding Dong - Avon UK launches on Amazon

Those of a certain age will fondly remember the “Ding Dong, Avon calling” catch phrase of the beauty brand famed for empowered women to exploit their networks of friends and local community for to run a business and earn their own money. Traditionally a door-to-door commission only based business, thousands signed up and it transformed their lives.

Now, the next “Ding Dong” you hear could be Amazon calling with your latest batch of beauty products as Avon joins the Amazon marketplace in their plan to accelerate their omnichannel strategy, as well as unveiling a new visual identity and ‘Embrace your Power’ brand positioning.

Amidst ongoing transformation into a digitally-enabled, omnichannel beauty company, Avon is expanding its sales channels to Amazon for the first time in the UK as the business looks 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.

From serums to foundations, lip oils to moisturisers, over 300 of Avon’s beauty and skincare products are now available via the online retailer, with more planned to launch across the year. These include cult products such as Avon’s Glimmerstick Eyeliner, Power Stay Foundation and the brand’s revolutionary Power Serum with Protino technology.

Alongside Avon UK’s launch on Amazon, 2023 has kicked off with a new visual identity and brand positioning for the global beauty giant, which is portrayed in the advertising campaign for the brand’s new Hydramatic Matte Lipstick: the world’s first matte lipstick with a hydrating, hyaluronic core. As well as being available via a Rep and online through Avon’s website, all 15 shades of the latest beauty innovation are now also available on Amazon.

The new brand positioning – ‘Embrace your Power’ – stems from the belief that every woman is born with her own unique power, but gender inequality stifles this potential. According to a recent report from the UN, 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 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.

– Kristof Neirynck, Global Chief Marketing Officer, Avon

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