Avon, the cosmetics and personal care brand which has traditionally been sold via a direct-selling model, is set to make its debut on UK high streets after agreeing a partnership with Superdrug.
From 11 October, over 150 of the brand’s make-up, skincare and fragrance products will go on sale in 100 Superdrug stores, with additional items available on the retailer’s website.
Avon, which was bought by The Body Shop owner Natura back in 2019, stated that the move was part of its strategy to transform into a “truly omnichannel beauty company” and “embrace a wider customer base”.
Angela Cretu, CEO at Avon, said: “We’re thrilled to connect with new customers across the UK by introducing Avon products into Superdrug stores. We understand that people like to shop in different ways, whether it’s a personal consultation with one of our amazing Reps who provide tailored beauty advice, via our online channels, or now in Superdrug stores. We’ll now be able to reach even more people who want high-quality, innovative and, most importantly, affordable beauty products.”
Simon Comins, Chief Commercial Officer at Superdrug, commented: “Avon is such a beloved and widely recognisable brand, and we couldn’t be more excited to be exclusively launching the cult-favourite products to our savvy shoppers. With 137 years of history in the beauty industry, we’re proud to be Avon’s first and only retail partner in the UK and continue to offer high-quality brands with exceptional value to our customers.”
NAM Implications:
- Presumably, scope in Rep remuneration for trade margin?
- Key will be ‘control’ of retail pricing to minimise compromising Rep business at local level.
- Business model: Need for consumer support in retail to maintain Rep credibility/rationale/support/motivation.
