Around 250 strategic products from the brand will be available for purchase in Soneda Casa de Beleza stores
Avon has announced its official entry into physical retail through a partnership with Soneda Casa de Beleza. Avon and Color Trend makeup, Renew and Avon Care products, and the Advanced Techniques hair care line are available for purchase at the Guarulhos, Itaquera, Augusta, Praça da Árvore and Paulista stores, which have exclusive brand kiosks. “Since this is Avon’s first step into physical retail, we selected 250 strategic products to be on the perfumery shelves, ensuring a diverse and high-quality experience for our customers,” shares Juliana Barros, executive director of marketing and communications at Avon Brazil.
This move came about after the brand took a closer look at consumers’ purchasing needs, which required experimentation. “Being in physical retail completes our omnichannel strategy. It is also part of a strategic plan for strengthening and innovation, which began last year with the arrival of the Global Innovation Center in Cajamar, São Paulo, with the aim of getting even closer to Avon’s largest market in the world,” says Juliana.
Avon emphasizes that beauty consultants maintain a close relationship with customers – many of whom report an in-store experience of trying out products when purchasing from these professionals – and that this movement will be complementary. “Our goal is to offer an integrated shopping experience, allowing consumers to find our products wherever they prefer and ensuring that our mission of democratizing beauty is fulfilled,” says the executive.
The brand states that there are no plans yet for campaigns to address this new moment, but the partnership with VML Brasil will be maintained. “Our campaigns emphasize the importance of diversity and inclusion, fundamental pillars of our brand, reflecting the values we promote every day. We want to highlight that our products have never been so accessible, giving more people the opportunity to experience the quality and innovation we offer,” concludes Juliana.
