Avon reformulates lipstick

AVON is solving the problem of accurate lipstick color matching with a reformulation of its Ultra Lipstick, featuring 25% more pigment than its previous formulation.

Ari Eusebio, Avon Philippines’ head of marketing said in a speech at an event in Makati’s Poblacion on March 13, “We’ve spoken to 3,000 women to learn about the truth. What’s the most important thing about your lipstick?”

The study brought them the answer that the color they see on the lipstick bullet must look the same once its been placed on the lips (accuracy).

“We’ve taken that to heart,” said Mr. Eusebio. “With the new Avon Ultra lipstick, we’ve added 25% more pigment to make sure you get the color that you deserve in just one swipe.”

The lipstick contains sesame oil as well as Vitamin E, for lip nourishment.

During the event, new Avon endorser, singer-actress Maymay Entrata said in a speech, “What you see is what you get.”

She prefers the Red Supreme hue, while her fellow Avon endorser and singer-actress Kyline Alcantara said that she prefers Iced Coffee, layered with BFF Nude.

Ms. Alcantara said about being chosen as an Avon endorser: “It’s like a full-circle moment for me,” she said, noting that her mother was once an Avon Lady — that is, a salesperson selling Avon products under its direct-selling model.

Avon was one of the pioneers for the direct selling model, starting in the 1800s, providing employment to women back when women’s career choices were limited.

In a tribute, and just in time for Women’s Month, Mr. Eusebio said, “Even before we relaunched this whole campaign, we’re committing to share the profits of our bestsellers to everyone in order to help (with) women empowerment.” Every purchase of Ultra Matte Lipstick contributes P10 to Luna Legal Resource Center, GWAVE, and IMA Foundation — partner organizations dedicated to empowering women, advocating for gender equality, and fighting to end gender-based violence. Sol Ocampo, Avon Philippines’ head of color told BusinessWorld, “Through this initiative, we are really helping women to speak out more.”

Avon celebrates Women’s Month with a series of mall pop-ups this March. They are in SM Makati until March 31, SM Mall of Asia until March 26, and SM Southmall until April 30, and will be at SM Megamall from March 27 to April 2, SM North EDSA from March 27 to April 2. — Joseph L. Garcia