Since women want soft, shiny supple lips 24/7 without the drying affects of color pigments, Avon’s Ultra Color Indulgence offers four times more hydration without the goopy feeling. The top beauty company emphasizes the lipstick’s lightweight moisture and stay-on color appeal.
The season’s shades update looks and are easy to apply. Purple Hyacinth is a rich grape shade that’s perfect for cloudy, overcast skies; it complements seductive outfits.
After Avon ambassador Marian Rivera swiped on the Red Tulip lipstick, women snapped it up. Avon said the shade had been the bestseller for the high-impact, flattering tone and classic look it evoked.
Red’s vibrant cousins are the pinkish shades of Rose Bouquet and Daffodil Petal.
For softer, feminine moods, the coral shade of Spring Lilac or Petal Pink may be used.
“Every innovation starts from consumer insights,” explained Jean Reyes, Avon’s marketing director. “Women wanted the lipstick that would last all day without drying their lips. Indulgence is formulated with weightless hydrating gels and a silky finish.”
Catering to the market
Avon, a mass market beauty brand, is the market leader in lips, face and eye color cosmetics in the Philippines, according to surveys.
Without divulging statistics, Reyes said lipstick sales were growing.
Most of the Avon shades are on the pink and coral tones to cater to the makeup shy Filipino woman.
The Indulgence line complements the matte lipstick collection, she added. Reyes added that in a blind test, Avon’s matte lipstick scored higher points than a more expensive brand.
Avon also dominates in the direct selling market. In this age of online marketing, traditional face-to-face selling is still the norm. Metro Manila is still the largest market and the Avon Lady is ubiquitous there.
“Personal touch is the heart of direct selling, “said Faith Mondejar, Avon’s communications director.
The Avon Brochure application can be downloaded with delivery of online orders by the nearest Avon representative. There are 169 Avon branches nationwide.
