The New Avon LG Acquisition is positioning the 136-year old Avon brand to become a North American leader in Korean Beauty. With it, LG H&H brings a new product portfolio of popular K-Beauty brands and seeks to grow the beauty trend’s North American influence under the Avon name.
While the collaboration brings a new line of on trend beauty products, Avon carries with it much of its signature well-loved line of products like, Skin So Soft, Bug Guard, Perfumes, Anew And More.
Details of the Avon LG Acquisition
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LG H&H acquired Avon on September 30, 2019 for $125 million cash. The agreement was made between LG H&H affiliates and the investment firm, Cerberus.
LG Household & Health Care (LG H&H is Korea’s leading consumer goods company, with strong market positions in all major categories including cosmetics, personal care and home care. Korea is one of the world’s largest and most innovative beauty markets, with over $13.1 billion in sales in 2018.
According to reports from Beauty Packaging and Beauty Store Business, the addition of the 136 year old Avon brand will support LG H&H’s plans to for international growth. Under the LG ownership, New Avon Company will continue product innovation, while strengthening its position as a social selling beauty company.
The company is expected to benefit from LG H&H’s world-class research and development capabilities in cosmetics, personal care, fragrance, packaging and design.
LG H&H currently distributes a number of its brands in the U.S., including belif and The history of Whoo.
Avon LG H&H Product Portfolio
Under LG H&H Ownership, Avon will continue to offer its signature well-loved brands like Skin So Soft, Anew, and more. But LG plans to bring a variety of it’s famous Korean Beauty staple brands to Avon’s product line up and position the company as a K-Beauty leader in the United States.
So far, some popular LG H&H K-Beauty Brands have already made their way into Avon’s product portfolio. In October 2019, Avon released the Face Shop in the United States.
Launched in 2003, THE FACE SHOP is a leading global cosmetic brand that continues to show remarkable accomplishment worldwide. The inspiration originates from nature and knowledge is gathered throughout different cultures around the world, resulting in a ‘cornucopia’ of high quality skincare and cosmetic products made with ingredients from nature.
Makeup and Skincare
With the Face Shop comes popular makeup options like Ink Lasting Cushion Foundation, The Mono Pop Eye Shadow Palettes, Lip Tattoo Tints and more.
The line also features Dr. Belmur and the super popular K-Beauty Skincare line, Belif.
Haircare
LG H&H has also brought collaborations from other well-known beauty lines like Chi. The Chi Haircare Essentials line is an Avon-exclusive line of haircare products that include a shampoo, conditioner, serum and thermal protecting spray.
The company will also bring a new hair care line made from bees. The Propoli Hair Care line features the ingredient Propolis, which is derived from bees. Propolis has essential ingredients to help hair maintain volume and shine.
CBD
In February, Avon will release its first ever cosmetic CBD product collection. It will launch with the focus on Green Goddess, the first CBD Facial Oil the company has ever offered. A CBD Body cream with 100 MG of CBD will also be released at the same time.
Avon LG Collaborations Coming Soon
In 2020, New Avon Company and LG H&H will unleash other giant overseas brands into the American Market. Such brands as VDL, Cashmere and more have been super successful in the overseas markets.
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#1 in the Nation – Avon Representative Jennifer Francis
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