It seems revamp is the flavour of the season for brands synonymous with direct selling. While Amway and Oriflame reinvented their products range, US-based cosmetics brand Avon shifted its headquarters to the UK.
Avon revisits its image
The announcement to shift its head office is part of a three-year plan to turn the company around. Avon, founded in 1886 by David McConnell, is also building up a new image by supporting causes like breast cancer and domestic violence. In India, it collaborated with Vital Voices Global and the US Department of State to launch the Justice Institute programme to raise awareness and train women against gender-based violence. The initiative provides multi-disciplinary training and technical assistance to public service officials and NGO representatives to protect victims and improve criminal justice response. In addition to the India chapter, Avon has funded and launched similar programmes in Brazil, Mexico, Nepal, the Philippines, South Africa, and Colombia.
Amway India revamps its skincare range
Amway India, the direct selling FMCG company, recently revamped its skincare range, Attitude. It has introduced newly formulated products with a brand-new look that comes in high quality tamper-evident tubes that ensure minimum wastage. The range includes six products—two variants of moisturisers, two variants of facewash, a foot cream and a hand & body cream. Tailor-made for different skin types, the facewashes and moisturisers are fortified with Triple Advanced Complex, Osmogeline, emollients, Vitamin A, C, and E, and extracts of fruits such as kiwi, grapefruit, apple, almond and orange. The products help to cleanse, nourish and moisturise the skin with regular use.
Oriflame relaunches its makeup line
The Swedish company recently reintroduced its makeup range, Giordani Gold, at an event held in Delhi. The new range includes lipstick, bronzing pearls and a CC cream. The Iconic lipstick, in intense shades, is infused with restorative Argan oil and SPF 15. Made in Italy, the bronzing pearls can multi-task giving a luminous effect to cheeks, face and décolleté. It has a mineral composition. The CC cream conceals perfectly and corrects uneven skin tone. The super-charged colour corrective cream protects against development signs of ageing. Oriflame products are now available online too.
While the companies revamp themselves, it’s definitely leaving the customers happy.