Avon Launches Clean Beauty, Recyclable Product Line
Issuing time:2020-04-01 10:15
Distillery is a new skincare and makeup brand from Avon Products Inc., which “celebrates clean beauty without compromise by offering pure, potent formulas that deliver powerful results.”
Avon says the line is part of an expansion and rejuvenation plan targeting new and existing customers who are looking for beauty that delivers results, but who are also conscious of the impact on the environment and respectful about ingredients. It’s backed by an “innovative Instagram virtual distillery” to create “an engaging journey to purchase.”
Representatives Play a Key Role
Avon’s chief beauty and brand officer, James Thompson, says he believes Avon’s millions-strong global network of Representatives will be excited about the opportunity to share this game-changing clean beauty collection with their networks. “Compelling concepts like clean beauty without compromise not only keep Avon relevant and on-trend in the fast-moving, modern beauty space, but help make our Representatives a destination,” he explained. “They’re offering something consumers can’t get anywhere else: the choice to select the products that suit their beauty preferences with personal service and accessible prices.”
The brand says the nine super-concentrated products—five skin-care and four makeup—are distilled to their essence with the highest levels of actives and no unnecessary fillers. Each one combines high-performance, vegan-friendly ingredients with beautiful textures, premium, environmentally conscious packaging and an ethical mindset.
“Avon has always been committed to delivering high performing products while also considering our impact on the planet,” explained Louise Scott, Avon’s chief scientific officer. “With Distillery we’re taking another step on that journey by leveraging our cutting-edge science and top-quality ingredients to create a collection that is both pure and potent but also eco-conscious. We know there are a growing number of consumers who are more conscious about what they put on their skin and their impact on the planet. We’re now proudly able to offer clean beauty products that don’t compromise on performance.”
By distilling the formulas down to their essence, a more potent concentration is delivered for powerful results and less impact on the environment. Only containing the purest ingredients and nothing unnecessary, each product in this new collection is formulated without any alcohol, fragrance, artificial dyes, mineral oil, essential oil or chemical sunscreens.
Seven of the nine products are waterless.
“We’re really excited about the potential of Distillery,” added Scott. “It’s an important step for Avon and is the result of years of research to deliver the highest performing clean beauty products available on the market at an accessible price.”
The collection launched with the five skincare products first, including C-Shot, a silky powder of Vitamin C to be added to serum or moisturizer for an instant glow; Clean Break Cleanser, with 70% pure pressed apricot oil; and Purify Facial Oil, a silky oil to purify and renew skin with a custom blend of active ingredients: jojoba oil, phytol, vitamin E and cloudberry.
The makeup range comprises 100% waterless, high-performance pigments. A potent, pure liquid lip concentrate crafted with vegan sunflower wax is joined by highly pigmented eyeshadows that come in seven soft colors, a volumizing mascara and a matte pressed-powder foundation.
Packaging That Mirrors Intent
Distillery is Avon’s first ever product-line packaging that’s certified by the FSC. According to Avon, this means consumers can buy with confidence that they’re helping to ensure forests are alive for generations to come. For skincare products they’ve chosen recycled glass to avoid plastic. For the makeup collection, they’re using paper compacts and no mirrors to assist with recyclability. To keep lip and mascara products safe and portable, they still use plastic componentry, but the goal is for Distillery packaging to be 100% recyclable by 2025. They’re also working on developing more environmentally friendly and sustainable packaging across Avon’s other product ranges.