Menopausal and perimenopausal women will soon be able to buy a beauty line dedicated to their skin care needs thanks to Avon’s latest beauty launch.
The new Adapt range, features a trio of products that are designed to support women through the hormonal effects of perimenopause and menopause.
During this period of a woman’s life, women can experience hot flushes, night sweats and vaginal dryness.
The product line includes Avon’s Hydra Rescue Mist, to alleviate hot flushes; Hydra Rescue Serum, designed to support dry skin caused by the reduction in oestrogen; and turmeric-containing Dream Cream, to tighten and plump sagging skin (from £7).
Each product contains plant extracts known as adaptogens, because of their ability to adapt to specific needs of the skin.
“We’ve been researching hormones and menopause at Avon for nearly two decades to help alleviate some of the common symptoms experienced in perimenopause and menopause: increased dryness, skin sensitivity, hot flushes and a significant loss of collagen,” said Avon’s Head of Future Innovation, Gina Ghura.
“Our research has also demonstrated that for many women finding accessible and affordable products that support these specific skin needs is currently very challenging.
“We’re thrilled to be supporting all women through this transition with our new innovative Adapt range.”
Avon is preparing to launch the new range on 1 January 2021.
The forgotten generation
A new report by education platform Gen M found that 91% of menopausal consumers have never seen any targeted marketing towards their needs.
Titled ‘Generation Menopause: The Invisibility Report’, the paper argues consumer goods companies are ignoring the menopausal market, which is twenty times bigger than the vegan market, a category heavily targeted in cosmetics.
More than half of menopausal women also said they want shop assistants to be better educated on their buying needs and for brands to make products more available in store.
Read Cosmetics Business’ coverage of the report via the link below.
- Uninspiring, unreflective and limited': Brands are failing to cater to the influential menopausal market