'Perfectly me': 4 things to expect from Avon's new white paper

The development comes after the direct selling beauty company was acquired by Natura & Co in May

via Instagram/@avoninsider

Avon has released its latest white paper outlining its focus for the next 12 months.

The document follows news in May that the struggling UK-based direct selling company was acquired The Body Shop owner Natura & Co in a US$2bn deal.

The Beauty, Happiness and the Rise of ‘Perfectly Me’ white paper is split into five main chapters: What is perfectly Me?, Why happiness is beauty’s new frontier, Beauty and the art of play, and Happiness multiples.

“The beauty industry itself is going through a moment of self-reflection which is calling into question all the old values and asking whether they still feel relevant,” wrote Louise Scott, Chief Scientific Officer on Avon in the foreword.

“We live in an age where we’re questioning everything: from traditional gender stereotypes to attitudes towards happiness to conventional definitions of physical beauty.

“There’s no doubt that it’s a liberating, challenging and . . .

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