Avon Aims for Year of Reinvention With PINAS.SIKLAB

Avon outlines its strategy of reinvention and innovation for 2025

Beauty brand Avon seeks to address consumer demand for quality and affordable cosmetic products with a comprehensive, multi-channel transformation. At the heart of this is PINAS.SIKLAB—a nationwide rallying cry that fuses beauty, business, and purpose.

Avon unveiled PINAS.SIKLAB during its National Sales Convention (NASCON) held on March 28 at Space in One Ayala, Makati City. The NASCON served as a platform for powerful storytelling, inclusive entrepreneurship, and nationwide empowerment. 

PINAS.SIKLAB is rooted in the Filipino word siklab, defined as a spark or a flare, a sudden ignition that grows into something bold and powerful—with all these efforts reigniting the fire for success of the brand in the years to come.

“We’re not just reinventing Avon; we are shaping a successful and transformative future for the beauty and direct selling industries,” said Avon Philippines’ General Manager Vanee Gosiengfiao.

Understanding PINAS.SIKLAB

As Avon reinvents itself this year, PINAS.SIKLAB embodies the brand’s bold reinvention strategy. 

Gosiengfiao explained, “PINAS.SIKLAB is our promise: to lead by empowering lives, creating world-class beauty innovations, and making a meaningful impact on our customers and the planet.” 

This reinvention strategy centers on a renewed focus on the following: 

Empowering Representatives

To empower Representatives who have played a vital role in Avon’s continued success, the brand plans to strengthen customer relationships and maximize rewards by introducing new programs and incentives that will make direct selling more rewarding. 

Among these efforts are Avon Rewards and Suki Perks, which aim to uplift the community and improve their Representatives’ earning opportunities. Aside from these, this year’s NASCON featured recognition ceremonies, product launches, and inspiring sessions to empower and motivate the Avon community.

Pushing boundaries with innovations

As a dominant brand in the beauty sector, Avon and its bold innovations have produced new fragrances, revolutionary skincare, and bestselling makeup. Avon’s broad range of products has been approved by Cruelty-Free International under its Leaping Bunny Programme, which is globally recognized as the gold standard for cruelty-free products. 

In the fragrance market, the brand sells one Far Away fragrance bottle every three seconds worldwide. Avon has also produced fragrances such as Imari Naturelle and Beyond The Moon. The latter has won numerous awards locally. 

Avon has also dominated the skincare market with its ANEW line. In particular, its recently launched Power Cream features its patented Protinol Technology. 

Avon’s trailblazing beauty products continue to redefine beauty. Its Hydramatic Matte Lipstick, for example, is the world’s first matte lipstick with a hydrating hyaluronic core. The brand has also upgraded the cult-favorite Ultra Lipstick to feature 25% more pigment for bold, high-impact color. Avon sells one Ultra Lipstick every three seconds globally.

This year, Avon embodies PINAS.SIKLAB through ground-breaking launches, including an exciting fragrance line, a new endorser for its bestselling make-up line, and an impressive intimate apparel innovation, among others. These upcoming additions to Avon’s portfolio aim to deliver even more game-changing opportunities for Avon Representatives to grow their businesses and offer customers cutting-edge products. 

Accelerating access to life-changing products through a modern omnichannel ecosystem

Avon aims to make its current and upcoming products more accessible by combining the power of direct selling, e-commerce, and retail partnerships. The brand’s collaboration with health and beauty retailer Watsons, for example, has expanded its retail footprint. 

Smart, a major sponsor of NASCON, has also enabled Avon’s transformation with its Power All 99 for Representatives, which allow them to enjoy unlimited Facebook and TikTok for nonstop live selling. It likewise gives Representatives 10GB open access data, as well as unlimited calls and text for seven days. Representatives can enjoy all these for just PHP 99.

In addition, Representatives have also benefited from Avon’s social selling tools and enhanced ecommerce presence. 

A year of reinvention and innovation for Avon

2025 is proving to be an exciting, transforming year for Avon that is full of innovation, pushing the boundaries not just as a top beauty brand, but also as a top direct selling brand. 

“Let’s set PINAS.SIKLAB 2025 ablaze with passion and purpose,” said Gosiengfiao. “This isn’t just about Avon—it’s about every Filipino discovering the fire within themselves to dream, act, and succeed.”