MUMBAI: AVON, the leading direct selling beauty brand enters the realm of fashion with the announcement of AVON Lingerie in India, available from September 2019. With 30 years of innerwear heritage, and as an established lingerie player in the Asia Pacific the region, AVON’s Indian lineup is powered with Invisilite Technology that offers soft, stretchable and seamless products for the ultimate comfort. The AVON Lingerie will have two ranges Body Illusion and Shapemakers Plus promising to deliver the Brand’s standards of superior comfort and fit for all sizes, especially for Asian body types, with fine quality fabrics from across the world.
“Over the years AVON has become a trusted beauty brand in India. Delivering the best products to the consumers in the beauty category, we are delighted to extend our domain and launch lingerie wear in India. The range focuses on technology that makes innerwear feel like a second skin with superior comfort. This will help our brand to stand out in the Indian market and cater to the growing needs of the consumers who are looking for functionality in high fashion lingerie,” said Swati Jain, Marketing Director, AVON India
AVON Lingerie will be focusing on international trends, in terms of exclusive design, color and silhouettes.
The Body Illusion range is a premium brand for AVON that is high on fashion and technology offering a seamless fit for women, with 5 key innovation call-outs: Seamless, Ultra-Stretchable, Breathable, Light & Ultra-Soft. It is armed with a wide variety of silhouettes and sizes to cater to different consumer needs – bras available in sizes from 32A to 40B. The smooth and high stretch fabric makes it an ideal choice for office going women. The range is powered by Invisilite technology for freedom of movement and a buttery soft feel which is exceptionally comfortable, along with a seamless finish that practically renders the innerwear invisible even under skin-tight clothes. The Invisilite fabric fits like a second-skin that provides a sleek silhouette with any outfit.
Avon Shapemakers Plus is the intimate apparel brand created for full-figured women who seek fashion and function, extra support or shape definition in their underwear. The sizes range across a broad spectrum, with 8 sizes from 34B and going up to 42D. The range ensures that the fabrics and materials are carefully chosen to be able to cater for these extra functions without compromising on comfort and fit. The product portfolio also includes Back Smoothing Bra with a broad back and side flaps, and Lifting Bra in Lace with a broader U-shaped back for better support.
According to market analysis by Technopak, the current market size of the intimate wear market is Rs 27,931 crore which is estimated to grow at a CAGR of 10% over the next decade. AVON has shown its presence in more than 50 countries and is a leading brand in the Philippines. Now, India has become the next big lingerie destination for the brand. Avon Body Illusion and Shapemakers Plus range will be available across India through AVON Beauty Representatives starting at Rs 699 and Rs 1299 respectively.
