Avon ventures into high-def beauty

If you happen to know an Avon Lady, hit her up for three noteworthy new products in the Avon arsenal that are, by definition, easy sells.

Avon recently launched three beauty breakthroughs in three of their best-selling categories, and “it’s all about responding to women’s needs,” according to Avon president and general manager Mike Gudgin. “After all, we’ve been studying them for 125 years around the world, and 33 in the Philippines. We know what women really want from their makeup and beauty products.”

He says that Filipinas have a particular kind of beauty, and that Avon is taking it to the next level. Thus, due to popular demand, they’re introducing a new whitening skincare product, a brightening hand-and-body lotion and a new high-definition lipstick collection.

The direct-selling company is not just about beauty but also about providing women with skills, careers and learning opportunities. “The Avon Foundation has raised more money for women’s causes than any other,” says Gudgin. “We’ve raised US$700 million for breast cancer, domestic violence, and protecting the environment through our initiative ‘Hello, Green Tomorrow.’”

Avon’s Philippine sales force is a power to be reckoned with: with around 700,000 Avon Ladies serving our market, globally the Philippines ranked No. 8 in 2009.

Here’s a quick survey of the three products you’ll want this month:

Avon Ultra Color Rich Mega Impact Lipstick

When it comes to lipstick, Avon is the master. “We sell four lipsticks per second every day and night throughout the world, so Avon knows lipstick more than any other company,” declares Gudgin.

It’s all about: 10 shades of hi-def lip color that give lips dimension and impact. “This is the first lipstick with a faceted bullet, and the breakthrough is Chromapixel technology, which amplifies color and multi-faceted shine, so that reds look redder, pinks look pinker, and lips stand out,” says Christa Jacinto-Sarao, associate category manager for color cosmetics.

Inspiration: The catwalks of Paris, London and New York; bold, rich, strong and sultry colors.

Who it’s for: The woman who wants a dramatic look that gets her noticed.

Price: Regular price is P499.

Avon Anew 360° White Intensivecorrecting Serum

Whitening is Avon’s best-selling category in skincare, with the Anew whitening line accounting for 60 percent of Avon’s skincare sales, according to associate category manager for skincare Jacqui Marcelo.

It’s all about: The concept of “whitality,” skin that’s not just flat white but glowing with vitality. With Lea Salonga as celebrity endorser, this serum addresses not just darkening but also uneven skin tone, lifeless skin and blotches. While the line also includes a toner, day cream and night cream, Marcelo says the serum is 100 percent more concentrated than the creams, and works faster and deeper to whiten and repair for quick results.

Actions: • While other whiteners block just one enzyme, tyrosinase, Anew turns off three key enzymes — the “master switch,” if you will, of skin darkening.

• Reduces calcium flow to reduce spots

• Boosts skin cell energy

Results: In just three days, skin showed improved “whitality” and a firmer, smoother texture.

Price: Regular price is P1,200, but is currently available at a special introductory price of P899.

Avon Skin So Soft Radiant Glow Whitening Hand & Body Lotion

Skin So Soft is the Philippines’ No. 1 lotion brand, and this multi-tasking addition is designed to be another hit.

It’s all about: Brighter skin for hands and body to match a lighter face. This lotion not only softens and smoothes but also gives skin an attractive sheen.

Active ingredients: • Formulated with natural pearl powder for an instant, sheer, radiant glow from the first application. “Over 3,000 years ago pearl powder was a beauty secret, and now it’s used in this hand and body lotion,” says Madel Corona-Yambao, associate category manager for personal care.

• Has an advanced whitening complex

• Has essence of silk for softness and smoothness.

Results: After one week, skin has greater clarity.

Price: Regular price is P350.

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All three products are available through Avon Ladies nationwide. No Avon Lady near you? Call the Avon customer hotline at 864-2900 or visit www.avon.com.ph to find out how to get in touch with an Avon representative.