New direction is hoped to boost sales at the struggling brand
Direct-selling beauty giant Avon is to capitalise on the growing global demand for K-beauty with the launch of a new skin care range.
The collection of masks and hand creams will launch in Russia before rolling out to other European markets in early 2019.
The range is being developed in partnership with Korean innovation expert, Bonne, a leading developer and manufacturer of luxury beauty.
Products will be made in Korea using authentic formulas and ingredients, including cica, chaga mushrooms and hydrogel.
"Korean beauty is expected to hit $13.1 billion by 2020 – it's the fourth largest skincare market in the world," said Louise Scott, Avon's Chief Scientific Officer.
"The K-beauty collection brings innovative formulas and authentic ingredients that we do not have anywhere else in our portfolio."