Features

Avon's beComing takes a holistic approach

November 9, 2005

Avon's becoming centers will provide shoppers with a comfortable, inviting environment, according to Avon executives.


Avon Products is aiming to reinvent the retail beauty shopping experience with its skin care, cosmetic and wellness series, beComing. The six-category line will be showcased at Avon Center "stores-within-a-store" in Sears and J.C. Penney department stores nationwide this August.

"BeComing fuses Avon's core expertise-developing innovative products at exceptional prices and building unsurpassed one-on-one relationships-to provide women with a truly unique and compelling shopping experience," ex-plained Steve Bock, president of retail for Avon.

At the product's media debut in May, Avon experts explained the dynamics of each category as well as the line's intent: a fusion of individual lifestyle with compelling, high-quality products and exceptional relationship service.

BeComing Luminous is a skin care line that provides age defense by responding to a woman's changing bio-cycles, company executives said. Pro-ducts in the Luminous line incorporate Lumin8, a patent-pending complex which provides a synergy of balancing, energizing, rejuvenating and anti-aging ingredients. Products in the series include purifying cleansers, soothing moisturizers and restoring treatments. Price points range from $11-40.

The company's color cosmetics collection, beComing Radiant, includes lipsticks, nail lacquer, foundations, powders and eye makeup packaged to provide quick, easy and multi-use application. Included in the Radiant line are Quick Clicks slimline pen-packaging lip gloss and concealer, which provide precise, portable application. Ranging in price points from $7-14, beComing Radi-ant products contain light-diffusing technology and antioxidants.

Avon's aromatherapeutic line, beComing Centered, is divided by color for quick reference in order to ap-proach the consumer's specific needs. Yellow/ orange is Energy; pink/fuchsia is Desire; blue is Spirit and green is Wisdom. The Centered products en-courage rejuvenation through a combination of fragrance, textures and mood-enhancing colors. Centered products include foaming body wash, body balm, all-over body mist, fragrance elixir, a candle and a mini votive set. Price points begin at $14.

BeComing Mom contains items that address the unique needs of women both during and after pregnancy. Prospective moms can pamper themselves with the line's body lotions, anti-stretch creams and cooling foot/leg treatments. The collection also contains baby care calming body washes, gentle shampoos, baby lotions and powders, bibs, fun bath toys and even a waterproof book. The line retails from $7-20.

BeComing Active was designed to help women work out at their very best during warm-up, workout and cool-down exercising phases. The series includes personal care products, vitamins and nutritional supplements and workout accessories.

To round out the total look and style of the individual, Avon offers beComing Sensational, a scent that is equally appropriate for dressed-up and comfortably-classic occasions, according to company executives. The floral-incense fragrance includes floral and fruity top notes, an elegant, naturally opulent floral heart and drydown of sultry woods and spicy incense. BeComing Sen-sational also includes fashion accessories and jewelry. Price points for the collection range from $15-30.

Each of the six categories will be presented in its own sleek, modern display center with modular shelving, illumination and testers, according to company executives. Comfortable seating areas and soft lighting will add to what the company says will be an inviting environment where shoppers can explore the line at their leisure.

The 400-1000 square foot centers will be positioned in high-traffic areas adjacent to women's wear departments at Sears and J.C. Penney locations.

Related End-User Markets:

Related Raw Materials:

  • What’s Up with Brexit?

    What’s Up with Brexit?

    March 9, 2017
    During In-Cosmetics, industry experts from the CTPA will weigh in on what’s ahead for the beauty industry.

  • How We Clean

    How We Clean

    Tom Branna, Editorial Director||March 6, 2017
    Consumers describe what makes them tick and what ticks them off about household cleaning products.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • New Faces in Familiar Places

    New Faces in Familiar Places

    Tom Branna, Editorial Director||March 1, 2017
    The American Cleaning Institute officially welcomed its new president.

  • Special Delivery

    Special Delivery

    Tom Branna, Editorial Director||March 1, 2017
    UV protection is important, but what good is that sunscreen if consumers won’t apply it?

  • OTC = TLC

    OTC = TLC

    Christine Esposito, Associate Editor||March 1, 2017
    Over-the-counter treatments provide consumers’ skin and hair with extra care.

  • The Green Dot

    The Green Dot

    John Kim and Lambros Kromidas, PhD*, Shiseido Americas||March 1, 2017
    Insights into one of the most used trademarks in the world.

  • An Essential Read

    An Essential Read

    Tom Branna, Editorial Director||March 1, 2017
    Industry expert Nadim Shaath takes the reader on a fascinating journey through the history and the future of essential oils.

  • Sustainability, Brexit and AI Are in Focus at In-Cosmetics

    Sustainability, Brexit and AI Are in Focus at In-Cosmetics

    March 1, 2017
    In-Cosmetics Global 2017 will take place in London, April 4-6, 2017

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • Defining Clean Skin

    Defining Clean Skin

    Nava Dayan PhD, Dr. Nava Dayan LLC||February 1, 2017
    A look at the issues, research and history surrounding this controversial topic.

  • Linked In

    Linked In

    Christine Esposito , Associate Editor||February 1, 2017
    Through virtual reality, apps and connected devices, beauty and personal care brands can strengthen their customer relations

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • On the Edge

    On the Edge

    January 6, 2017
    Expanding beauty brands to watch in 2017

  • A New Contender?

    A New Contender?

    January 6, 2017
    Detergent sales are up, innovation continues and Henkel is determined to make it a dogfight in the segment.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Aromas Revealed: Fragrance Disclosure

    Aromas Revealed: Fragrance Disclosure

    Daniel Greenberg, Agilex Fragrances||November 2, 2016
    Fragrance disclosure is a potentially dangerous issue.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • New Ingredients for  Household Cleaners

    New Ingredients for Household Cleaners

    Tom Branna, Editorial Director||November 2, 2016
    Here are ingredients introduced by suppliers during the past 12 months.