The new Adapt beauty collection from Avon encourages perimenopausal and menopausal women
Thanks to Avon‘s new beauty launch, menopausal and perimenopausal women will soon be able to purchase a beauty line dedicated to their skincare needs. A trio of items intended to help women through the hormonal effects of perimenopause and menopause are included in the new Adapt range.
Hot flushes, night sweats, and vaginal dryness can be encountered by women during this time of a woman’s life. Because of its ability to adapt to particular skin needs, each product contains plant extracts known as adaptogens.
In order to relieve hot flushes, the product range contains Avon’s Hydra Rescue Mist; Hydra Rescue Serum, formulated to help dry skin caused by estrogen reduction; and Dream Cream, containing turmeric, to tighten and plump sagging skin.
A recent study from the Gen M education network found that 91% of menopausal customers had never seen any targeted advertisement for their needs.
“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.”
Titled ‘Generation Menopause: The Invisibility Study,’ the paper claims that the menopausal market, twenty times greater than the vegan market, a segment heavily exploited in cosmetics, is overlooked by consumer goods companies.
More than half of menopausal women also said they want to be better trained by shop assistants about their shopping needs and to make items more available in the store for brands.
Avon is preparing to launch the new range on 1 January 2021