Avon has launched a new website, Beauty for a Purpose. The company describes it as a storytelling platform that will reflect Avon’s mission to empower women.

The site content will feature engaging editorial and narratives about beauty, empowerment and lifestyle topics, as well as give behind-the-scenes Avon access.

An advance preview was shared with Avon Representatives in May, and consumer rollout begins this month in the US, Latin America, India and Philippines. Additional sites will be launched in the third quarter throughout Europe and Asia. All sites will connect to the local market social media channels, as well as existing e-Commerce platforms. The site also features links for visitors to become a Representative or to shop with a Representative.

The new branding effort will be powered through ongoing multi-channel communications campaigns. The site includes a digital gallery featuring Avon Representatives around the world who have uploaded their photos to social media using #BeautyforaPurpose.

Sheri McCoy, Chief Executive Officer, Avon Products, Inc., said:

“Avon is an authentically purpose-driven company – and we intend to tap into that truth as we strengthen our bond with current consumers and Representatives, and introduce a new generation of women to a brand we know they will love. Beauty for a Purpose is a guiding vision for Avon’s future and is rooted in our rich history of empowering women. Financial independence is the most important driver of women’s empowerment, and for over 125 years Avon has provided women with an earning opportunity. Our commitment to women is also reflected in substantial work we have done in breast cancer and domestic violence as we work to help women live healthy lives, free of violence.”

Fernando Acosta, President of Global Brand Marketing, Avon Products, Inc. added:

“We believe that empowered women are the transforming force of societies and will turn the world into a more beautiful one. Beauty for a Purpose captures our whole Avon story: give women the right products, the right earning opportunities and a support network and they can change the world. The stories we tell will celebrate our six million Avon Representatives – the largest network of women on Earth – who are empowering those around them through beauty.”