Embracing your power one laugh-line at a time – Anew by Avon leads the skincare revolution in SA
In every woman’s journey, there is a narrative etched in the lines of her laughter, the lessons of her experiences, and the resilience that carries her through life’s trials. These stories are the essence of who they are, deserving recognition and skincare that cares, uplifts, and empowers. Amidst a world saturated with trends and unrealistic standards of beauty, Anew by Avon champions pro-aging empowerment.
Simply put, pro-ageing is a belief that beauty transcends age, recognising every line and wrinkle as a testament to resilience, and understanding that true radiance emanates from within. At the heart of Anew by Avon lies Protinol technology, a pioneering innovation that embodies inclusivity and accessibility. More than a skincare breakthrough, Avon’s development of Protinol represents hope, offering luxury that’s attainable for millions while celebrating the beauty of every life stage.
“At Avon we are committed to promoting the power in beauty women all over the world already bestow. This is why when it comes to our skincare products, we understand the importance in encouraging skin benefits instead of focusing on the ageing, wrinkles agenda and suggesting a ‘fix’, and we reflect this in the quality and standard of our skincare products.” Adds Ingrid de Jager, Head of Avon Beauty.
The revolution of skincare isn’t confined to the surface—it’s a profound shift towards empowerment, diversity, and inclusivity. It challenges norms, dismantles stereotypes, and embraces the beauty of authenticity. In a world often fixated on youth, Anew by Avon celebrates the wisdom, grace, and resilience that come with age.
Dr Zoya Diwan, an expert in Clinical & Aesthetic Dermatology and Avon’s Partner Dermatology Consultant mentions “As the skincare industry continues to grow, and consumers of all ages turn their attention to how they can best apply products and regimens to their own skin types, it’s positive to see that younger people are looking at this earlier than generations prior.”
“Our skin is such an important part of our health span, so it’s vital to address any concerns, however big or small, at an early point but also to remember that it’s a natural organ that will change and develop over time and must be cared for responsibly through the stages of growing older.” Dr Zoya adds.
A prevailing trend in healthcare today is the concept of health span, prioritizing years of well-being over mere lifespan extension. Women and consumers at large increasingly recognize that skincare is not just about aesthetics, especially in the aftermath of the COVID-19 pandemic. This awareness has spurred a holistic shift in the skincare industry, moving beyond mere wrinkle reduction or anti-aging pursuits.
Anew’s global skincare report released in May 2024 underscores that consumers have developed a new attitude to ageing, while being more concerned about a product’s efficacy rather than how a brand describes the product. While a significant portion of consumers actively seek anti-aging solutions, an equal percentage prioritizes brands embracing “pro-aging” concepts. This trend is mirrored in the South African market, where there’s a growing emphasis on cultivating a culture of skin health that transcends age-centric concerns. Family skincare traditions hold significant trust, with many individuals seeking advice from female relatives.
“Good skincare is about practicality, so it’s important to opt for a routine that can be realistically adhered to. Start with simplicity and introduce just one or two products initially, trialling each product for at least four to six weeks before assessing its efficacy. Where uncertain, always consult a healthcare professional for personalised guidance. Effective skincare is about informed choices and consistently using products that work for you. While I am a huge supporter in people taking responsible inspiration to broaden their knowledge, I think it’s imperative to learn to understand our own bodies and self-educate on what’s right for our skin before we automatically follow suggestions.”
South Africa’s diverse population presents unique challenges, particularly in addressing a variety of skin types and concerns. There is an increasing need for skincare products that address issues like hyperpigmentation and combat the effects of various environmental factors. Additionally, with sustainability and ethical values gaining importance, consumers favour brands that uphold these principles. The evolution of the skincare industry in South Africa hinges on recognizing and catering to these distinct and diverse needs in both research & development and communications. The challenge lies in developing innovations that resonate with consumers without significantly increasing costs.
Given the widespread high unemployment rates, inequality, and the prevalence of single-income households headed by women, the significance of accessible skincare products cannot be emphasized enough. Brands such as Avon play a crucial role in providing aspirational beauty at affordable prices. They empower women to achieve financial independence, connect with a community of beauty lovers, and access high-quality skincare products without financial strain. This approach is especially valuable given the rising cost of living and economic challenges faced by many people in South Africa.
“For Avon, it’s not just consideration to wallets, but to the planet too. We are trailblazers in the skincare space, providing industry-leading innovation with every product. We are also committed to ensuring each product is produced sustainably and ethically, and we don’t believe that customers should have to pay more for this. From ingredient sourcing to manufacturing, packaging, transportation, and distribution, we are passionate about providing our customers with the most effective and affordable products that also meet our sustainability promises,” mentions Nadia Mohamed, Managing Director of Avon.
Anew by Avon seeks to ignite confidence in every woman without being a burden on her pocket. The product portfolio offers aspirational beauty at real, affordable price points without compromising on the technology and efficacy of their products. This strategy strives to make beauty and skincare accessible and meaningful to all, reflecting the abundant diversity and resilience of South Africa.