Avon launches lingerie line for "real women"

The cosmetics brand Avon has branched into a new line of products by launching its own brand of lingerie. Titled Avon Signature, the collection is meant to be for “real women.” 

According to the company, “the goal is offer pieces that accentuate real women’s strengths, taking into account the diversity of bodies, styles and personalities in women’s lives.”

“For a long time, the lingerie industry only offered quality materials and comfortable items to women with bodies that fit conventional beauty standards and who could afford those pieces. Oftentimes, women had to deal with an uncomfortable product in order to have pretty lingerie,” Avon’s marketing director of non-cosmetics products Juliana Barros said in a statement. 

Avon’s first collection uses Brazilian singers Pitty, Gaby Amarantos and Daniela Mercury to represent the line’s offerings, aimed at a diverse audience. The new line was developed in partnership with Brazilian lingerie brand DeMilllus. 

“With Avon Signature we want to take a step towards the democratization of beauty and female empowerment. All women have the right to be comfortable, not just with the feeling of a product, but also with the confidence it brings. Our pieces fit different bodies and styles and we want for our consumers to identify with the product and its message, for it to be an invitation for them to feel more secure and beautiful. We want for them to say, ‘This is for me!’” says the executive.