Avon’s première vegan line Distillery is now available in the UK – this is a ‘game-changing’ brand, says innovation head.
Related tags: Avon, vegan, eco-friendly, Skincare, Facial care products, waterless, Recyclable packaging, clean beauty, R&D, clinically-tested.
Avon UK has begun its first vegan and eco-friendly skincare line ‘Distillery’ following several years of scientific research and will soon roll out the offering worldwide, adding make-up next year.
The line-up of facial care products introduces a cleansing balm, SPF25 day cream, night cream, vitamin C powder, and purifying the oil, each of which can be purchased individually or in kits.
Created utilising a range of concentrates and formulated using distillation to increase potency, the waterless or low-in-water formulas each contain around 15 ingredients. Shop Avon Online, the direct-selling beauty major said distribution would eventually be expanded.
Gina Ghura, executive director of Avon’s future innovation team said: “Avon operates in more than 50 countries globally and following the UK’s launch, many of those markets will be introducing Distillery too.”
A ‘game-changing’ brand
Ghura said the vegan brand should attract new and existing customers looking for a range of options to suit personal preferences, given the products were clinically-tested and formulated without consequence to the environment.
Packaging, for example, was recyclable where possible and all formulas were low in the water. Its SPF25 face cream was also made using 100% mineral sunscreen ingredients.
“Distillery is a game-changing new brand from Avon that celebrates clean beauty without compromise. Avon is fully away from the increasing number of socially conscious consumers and diverse preferences in beauty; we are committed to offering choice in our product portfolio.”
James Thompson, Avon chief beauty and brand officer, said the range aligned with current consumer sentiments towards and beauty purchasing trends.
“Consumers are increasingly concerned with products that have unrecognisable chemicals and are opting for natural choices (…) They know that every choice they make has a consequence and an impact on the planet, including their beauty choices,” Thompson said.
The goal of Distillery, he said, was to provide these consumers with products that worked but didn’t compromise these values.
“Distillery is a significant step for Avon and the result of years of research to deliver the most high-performance clean beauty offering available on the market for a competitive price.”
Avon’s Distillery face care products were priced from £15
Following the initial skincare launch, Avon UK would add four cosmetic products to the Distillery range next year.
The incoming make-up offering featured a liquid lip concentrate; a mascara; a powder foundation; and coloured eyeshadows.
original article source: cosmeticsdesign-europe.com