Avon
International
Message from the CEO
Looking back at 2024, despite having been a year of significant challenges, it was also a year of achievements for Avon. We have continued to modernize our Relationships Selling channel through critical initiatives and investments focused on growth markets, including the successful implementation of the two-tier business model in Turkey.
In 2024, Avon International continued with its journey of transformation. The voluntary Chapter 11 restructuring proceedings for Avon Products, Inc. (API) in the United States were essential for resolving the company’s old debts and liabilities.
Revitalizing the brand
Revitalizing the brand
The growth strategy is supported by the revitalization of the Avon brand. The increased investment in media is the - pilot markets (Romania and Turkey) resulted in greater awareness and interest in the brand.
Far Away Shine
The most recent fragrance to join the ‘Far Away’ line of eight premium fragrances, ‘Far Away Shine’ was created using the Isphan Rose, a premium Damask rose that has been used in beauty products for more than 2,000 years as a symbol of inner light. The notes are complemented by the warmth of the pink pepper and the charm of the golden musk, resulting in a shining and long-lasting effect on the skin. To coincide with this launch, Avon unveiled a new visual and sensation for the entire Far Away fragrances franchise. The new elegant, modern and eye-catching bottles are refillable, making them perfectly collectible for the beauty shelf.
ANEW Skin Renewal Power Cream
A new day and night cream for Avon’s strongest skin care line. Co-created by dermatologists and scientists, this innovative cream contains the highest ever concentration (10x) of the patented niacinamide Protinol™ technology. When used together with the ANEW Power Serum and the ANEW Power Eye Cream, it helps restore years of lost collagen in just seven days, creating stronger, firmer, smoother and more hydrated skin.
Hydramatic Shine Lipstick
Avon introduced a new line for its revolutionary Hydramatic Matte lipstick. The new Hydramatic Shine is enriched with glycerine and hyaluronic acid; the inner core of the lipstick helps soften the lips and reduce the appearance of fine lines, while its outer core offers intense color, making it as hydrating and nutritional as it is vibrant and bold. Available in 15 tones suitable for all skin shades, Hydramatic Shine is designed for everyday use, without blurring, offering a luxurious shine with an intense color.
Main launches
Sustainability
Sustainability
The actions that Avon is undertaking to improve the sustainability of its products are contributing to the reduction of its carbon footprint. The strategy is aligned with the TCFD, and, in 2024, the CDP classified Avon’s performance as Level B, four levels higher than its previous scoring.
Performance and perspectives
Performance and perspectives
Avon International achieved positive results with the implementation of Wave One in Romania and Turkey, as well as improvements focused on the experience of the representatives in all the growth markets.
