Last Friday (the 20th), I chastised Avon for removing the nice ingredient information for all their products from the Avon website. In the meantime, I’ve been reading some cosmetic industry analyst reports and I think I understand why Avon decided to do this.
Every time a new anti-aging ingredient is announced, we Age Warriors read up on it and, if we’re impressed, we go in search of the new fountain of youth. The product we loved yesterday gets pushed to the back of the medicine chest and sales of all those products that were “best in class” are left behind like summer loves.
Very few have the staying power of StriVectin-SD and Peter Thomas Roth Unwrinkle. New products are launched with great fanfare (and at great expense). They enjoy their “15 minutes of fame” and hopefully sufficient profit to justify all that went into creating and producing them before the fickle Age Warriors abandon them for the latest cosmeceutical wonder.
Avon may be trying to move the market’s focus away from ingredients. What to do? I’ll share some of my thoughts next time.
Tags: anti-aging ingredients, cosmeceuticals, Avon
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