LG Household & Health Care's US Subsidiary Avon Launches Digital Catalog

[Asia Economy Reporter Yujin Cho] LG Household & Health Care (CEO Cha Seok-yong) announced on the 14th that its U.S. cosmetics subsidiary Avon, acquired last year, has launched a digital catalog that allows vivid product experiences and ordering via mobile.

Avon launched the digital catalog last April to coincide with the 50th Earth Day, adding an eco-friendly significance. The Avon digital catalog contains rich and vivid content, enabling diverse product experiences and information acquisition in the digital space. Interested products can be purchased immediately via mobile or PC, and easily shared through social network services (SNS), text messages, email, and more.

For example, users can vividly explore product features through video content and obtain tips on usage. They can upload their own photos to virtually try on various products and compare suitable colors. Additionally, based on artificial intelligence technology, users can receive recommendations for foundation and concealer shades that best suit them.

Providing personalized curated catalogs tailored to individual customers is also possible. The Avon digital catalog offers curated catalogs based on customers’ online behavior data and survey information. Furthermore, Avon reps can freely edit all content in the digital catalog, allowing them to incorporate customers’ preferences and interests they have identified, thereby providing a more advanced personalized catalog.

Avon expects the digital catalog launch to attract the digitally savvy MZ generation. Customers are also receiving positive initial responses as they can access multidimensional product information in the personalized catalog and place orders immediately. In particular, since the launch, visitors to the Avon website where the digital catalog can be viewed have increased by 53% over the 10 weeks compared to the 10 weeks before the launch.

Meanwhile, LG Household & Health Care acquired Avon last August for $125 million (approximately 145 billion KRW) and is currently operating businesses not only in the U.S. but also in Canada and Puerto Rico.