I don't often regurgitate press releases, but there's been a lot of talk on Twitter about this today, let me know your thoughts!
The Liz Earle Beauty Co. announced today a new partnership with leading global beauty brand, Avon Products Inc.
Co-founder Liz Earle, said of the deal “We are very excited to be joining forces with an iconic global beauty brand like Avon. We believe the Liz Earle Naturally Active Skincare philosophy and extraordinary brand loyalty we have built in the U.K., when combined with Avon’s presence in more than 100 countries around the world, will create an outstanding opportunity for international expansion for our company.”
The deal, designed to deliver international expansion opportunities for the leading British skincare brand, will see the company remain firmly rooted in its home in Ryde, Isle of Wight. The company will continue to operate as a standalone brand, under the leadership of co-founders, Liz Earle and Kim Buckland.
“Joining forces with Avon is a dream come true for us,” said co-founder Kim Buckland. “Just as Liz Earle Naturally Active Skincare has its own ‘Precious Recipe’ which lies at the heart of all we do, Avon has a long established reputation for its high levels of customer service, its great workplace environment, and its contributions to the wellbeing of society.”
Andrea Jung, Avon’s chairman and chief executive officer, said “We are delighted to welcome Liz Earle Naturally Active Skincare to Avon and we see this new partnership as a perfect fit for both companies. Liz Earle’s tightly edited range of award-winning, naturally active skincare products is highly complementary to Avon’s anti-aging skin care and broader beauty portfolio. It also represents a long term opportunity to develop a standalone Liz Earle direct selling Representative channel.”
Terms of the arrangement between the two companies remain private and will not be disclosed.
What do you think?