Avon acquires British skincare company Liz Earle

By Katie Nichol

- Last updated on GMT

Related tags Liz earle Retailing

US-headquartered cosmetics company Avon has acquired natural skin care brand Liz Earle in an attempt to broaden its position in the anti-aging skincare market.

The all-cash, 100 per cent acquisition of the privately-held brand will result in the integration of UK-based Liz Earle into Avon’s global skin care portfolio.

“We see this new partnership as a perfect fit for both companies,” ​said Andrea Jung, Avon’s Chairman and CEO, adding that Liz Earle’s skin care range is “highly complementary to Avon’s anti-aging skin care and broader beauty portfolio.”

Liz Earle goes global

In accordance with the acquisition, (financial details were not disclosed) Liz Earle Naturally Active Skincare will be a stand-alone brand, and will continue to be managed by its co-founders Liz Earle and Kim Buckland with its headquarters remaining in the UK.

However, integration into Avon’s skincare portfolio will allow Liz Earle to benefit from the company’s global reach.

“We believe that the Liz Earle Naturally Active Skincare philosophy and extraordinary brand loyalty we have built in the UK, when combined with Avon’s presence in more than 100 markets around the world, offers an outstanding opportunity for global expansion for our company,” ​Earle said in a statement.

Opportunity to explore door-to-door sales channel

Avon is well known for its direct-selling approach, and the acquisition could eventually result in Liz Earle products being sold in the same way.

“[The acquisition] represents a long-term opportunity to develop a stand-alone Liz Earle direct-selling Representative channel,” ​said Jung.

Liz Earle’s eponymous founder said although the acquisition doesn’t mean the brand will suddenly be sold door-to-door, this is a sales channel to explore for the future, particularly as it is something many consumers of the brand have requested.

Liz Earle products can be purchased online, via the QVC television channel and in a variety of retail outlets including own brand stores, prestige boutiques and British high street retailer John Lewis.

According to Earle, 2010 will see new product launches from Liz Earle, including a mineral-only sunscreen, as well as the brand’s first foray into the hair care market.

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