Global News | May 29, 2019

Avon launches new, limited-edition festival make-up collection in response to growing consumer demand

New limited-edition festival make-up collection

Introducing the new mark. West Coast Collection, Avon's new California-inspired collection influenced by beauty bloggers and make-up artists. The colourful, fun range includes Spotlight Stamp Pens for creating face and body art, Flashlight FX Illuminating Drops for a sunset-inspired glow, and stick-on Face Gems for maximum-impact sparkle, alongside new shades of best-selling mark. Epic Lipstick and mark. Big & Magical Mascara.

The impact that music festivals are having on the beauty industry is visible all around us. On Instagram’s squares and glossy magazine pages, this new beauty trend is proving highly popular among millennials. In its December list of ‘beauty trends for 2019’, Harper’s Bazaar magazine said that self-expressive styling and experimentation – such as festival glamour – were part of an increasingly fun approach being taken to beauty.

Tapping into this trend is a strategic play to open up the Avon brand to new consumers. “ We know makeup is key for bringing new customers into our business – it’s an exciting and dynamic category ,” says Anthony Wells, Vice President Global Colour. “ At Avon we are really proud that our business model and incredible innovation expertise allows us to offer our millions of Representatives an customers great quality, on trend, fun make-up at affordable prices.”

In line with Avon’s Open Up strategy to become a fast-beauty brand, this collection leveraged both Avon’s renowned internal R&D capabilities and the best external developments to bring the product to market in record time. Glen Anderson, Director – Colour at the Avon Innovation Centre said: “ This visually-impactful collection was influenced by beauty bloggers and make-up artists to mirror the trendy West Coast festival vibe enjoyed by many, including importantly, millennials. A mix of new and existing core products in fun, vibrant shades was delivered with speed to make sure we were in market ready for the festival season, so our Representatives can maximise the opportunity to share the products with their customers.”

To shop the mark. West Coast Collection, visit your local Avon website .