MUMBAI: AVON, the 130-year-old women’s beauty brand has roped in ace actress Parineeti Chopra as the new face for its colour make-up category AVON True.  AVON’s belief that beauty is all about expressing one’s individuality, shines through in this range with the tag line ‘Feel Your Best You’ with Parineeti Chopra joining hands with the brand to propagate its ethos.

“Democratising beauty and freedom of expression are at the heart of Avon. We believe in beauty for all: anyone, anywhere should be able to feel confident and express themselves. For more than six decades AVON has been improving the lives of women globally and supporting causes that matter to women the most like breast cancer awareness and gender-based violence. We wanted a personality who could emulate our practices. Parineeti has always chosen strong, off-beat film roles, and has a unique personal style sense. She has always been vocal about social issues and she resonates with our brand philosophy and attitude towards beauty. We are happy to have her as the brand ambassador of AVON True,” said AVON India marketing director Swati Jain.

“There are too many rules defining beauty by the society. Avon defines the norms of society and urges everybody to feel their best and helps you to feel great about yourself. It is an honour to collaborate with a brand that has respected women for so many years. I love embracing my individual beauty and encourage all girls to do the same. I love being creative with different looks based on my mood, so being able to also express myself freely with Avon True will be fun,” said Chopra.