The line-up of facial care products includes a cleansing balm, SPF25 day cream, night cream, vitamin C powder, and purifying oil, each of which can be purchased individually or in kits. Made using a range of concentrates and formulated using distillation to increase potency, the waterless or low-in-water formulas each contain around 15 ingredients. Available online and through independent Avon representatives across the UK, the direct-selling beauty major said distribution would eventually be expanded.
Speaking to CosmeticsDesign-Europe about the launch, 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 suite 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 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 of 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 between £15 - £22 (€17 - €25).
Make-up launch pegged for 2020
Following the initial skin care 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.