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.

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