Avon Launches First Ever Retail Beauty Brand in Partnership With JCPenney

beComing at the Avon Center Debuts at JCPenney Department Stores

Aug 06, 2001, 01:00 ET from Avon Products, Inc.

    NEW YORK, Aug. 6 /PRNewswire/ -- Building on its 115-year heritage as a
 beauty industry leader, Avon Products, Inc. (NYSE:   AVP) today announced its
 new retail line, beComing, is now available at the Avon Center
 "stores-within-a-store" in JCPenney department stores across the country.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20010806/NYM063 )
     beComing will be featured in 75 JCPenney department stores in 2001.  Among
 the stores now open are Valley View Mall in Dallas, TX; Roosevelt Field
 Shopping Center, Garden City, NY; Aventura Mall, Aventura, FL; Fashion Valley
 Mall, San Diego, CA; Wayne Town Center, Wayne, NJ; and Woodfield Mall,
 Schaumburg, IL.  Other Avon Centers at select JCPenney department stores will
 begin opening later this month.  Further, beComing will be available at the
 Avon Salon and Spa in New York City in mid-August.
     Avon plans to expand the beComing brand to additional JCPenney department
 stores in 2002 and is currently exploring other retail partnerships in the
 U.S.  International expansion of the concept is planned for 2003, possibly in
 Mexico and Europe.
     All Avon Centers will be located in high-traffic areas adjacent to the
 women's apparel departments and will encompass an average of 600 square feet.
     Each Avon Center will be staffed with Lifestyle Beauty Consultants who
 have been exclusively trained by Avon to deliver highly specialized customer
 service unique to the retail beauty environment.  beComing will be presented
 in an open-sell environment with play stations and makeover counters to
 provide an inviting, comfortable experience for customers.
     "We are thrilled to introduce to JCPenney shoppers a fresh, new approach
 to the retail beauty experience," said Steve Bock, president of Avon retail.
 "beComing is more than a brand -- it is the integration of a
 highly-innovative, prestige quality beauty collection with an unsurpassed
 level of customer service."
     "This is an excellent starting point to a great partnership.  We believe
 our customers will love this great product line," said Vanessa Castagna,
 JCPenney president and chief operating officer for stores, catalog and
 Internet.  "We're looking forward to the beComing rollout, and expanding our
 existing cosmetics offering.  We want to give our customers beautiful
 cosmetics with outstanding quality and terrific value."
     beComing has been designed to attract women who prefer to shop at retail,
 and who are not currently customers of the Avon direct-selling channel.
 beComing offers prestige quality at an upper-mass price tier, with lipsticks
 priced at $9.50 and fragrance at $30.00.
     The beComing product line consists of approximately 400 SKUs (stock
 keeping units) and is grouped into six lifestyle categories that target
 women's ever-changing lifestyle needs, allowing them to choose the products
 that best suit their individual sense of self.
     The six lifestyle categories of beComing are:
      -- beComing Radiant -- a complete line of color cosmetics including
         lipsticks, nail polish, foundations, blushes, eye makeup and more.
      -- beComing Luminous -- a range of skin care products that contain
         Lumin8, a unique complex from eight natural ingredients that minimizes
         the effects of everyday stress and environment.
      -- beComing Centered -- a line of aromatherapeutic products including
         body washes, mists, and body balms to fragrance elixirs and candles.
      -- beComing Mom -- a line of soothing lotions and anti-stretch creams for
         the special needs of expectant Mothers and a full line of baby care
      -- beComing Active -- a collection of "tri-phase" active care products
         from warm up to work out to cool down.
      -- beComing Sensational -- a line of luxury bath products, Eau de Parfum,
         elegant fashion accessories and jewelry.
     J. C. Penney Company, Inc. is one of America's largest department store,
 drugstore, catalog, and e-commerce retailers, employing approximately 270,000
 associates. The company operates approximately 1,080 JCPenney department
 stores in all 50 states, Puerto Rico, and Mexico. In addition, the company
 operates approximately 50 Renner department stores in Brazil. Eckerd operates
 approximately 2,650 drugstores throughout the Southeast, Sunbelt, and
 Northeast regions of the U.S. JCPenney Catalog, including e-commerce, is the
 nation's largest catalog merchant of general merchandise. J. C. Penney
 Company, Inc. is the sponsor of JCPenney Afterschool, a partnership committed
 to providing kids with high-quality afterschool programs to help them reach
 their full potential.
     Avon is the world's leading direct seller of beauty and related products,
 with $5.7 billion in annual revenues.  Avon markets to women in 139 countries
 through 3.4 million independent sales representatives.  Avon product lines
 include such recognizable brands as Anew, Avon Color, Skin-So-Soft and Advance
 Techniques Hair Care.  Avon also markets an extensive line of fashion jewelry,
 apparel, gifts and collectibles.  More information about Avon and its products
 can be found on the company's award-winning website http://www.avon.com.
                          beComing at the Avon Center
                              JCPenney Store List
      5th Avenue Mall, Anchorage
      Paradise Valley Mall, Phoenix
      Superst'N Springs Mall, Mesa
      Arrowhead Towne Center, Glendale
      Fox Hills Mall, Culver City
      Stonewood Shopping Center, Downey
      Del Amo Center, Torrance
      Whittwood Shopping Center, Whittier
      Montebello Mall, Montebello
      Carson Mall, Carson
      300 Santa Anita Mall, Arcadia
      Glendale Galleria, Glendale
      Northridge Shopping Center, Northridge
      Montclair Plaza, Montclair
      Parkway Plaza, El Cajon
      North County Fair Mall, Escondido
      Fashion Valley Mall, San Diego
      Carousel Mall, San Bernardino
      200 Laguna Hills Mall, Laguna
      Westminster Mall, Westminster
      Brea Mall, Brea CA
      Valley Plaza, Bakersfield
      Fresno Fashion Fair, Fresno
      Sun Valley Mall, Concord
      Solano Mall, Fairfield
      Eastridge Shopping Center, San Jose
      Arden Fair Mall, Sacramento
      Orlando Fashion Sq, Orlando
      The Florida Mall, Orlando
      Westland Mall, Hialeah
      Pembroke Lakes Mall, Pembroke Pines
      1600 NE 23rd Street(*), Pompano Beach
      Dadeland Mall, Miami
      Aventura Mall, Aventura
      900 Broward Mall, Plantation
      Mall @ Wellington, Wellington
      Citrus Park Mall, Tampa
      Tyrone Square, St. Petersburg
      Coastland Ctr, Naples
      Hawthorn Center, Vernon Hills
      Yorktown Shopping Center, Lombard
      Woodfield Mall, Schaumburg
      Orland Park Mall, Orland Park
      Fox Valley Shopping Center, Aurora
      New Mexico
      600 Coronado Center, Albuquerque
      New Jersey
      Wayne Town Ctr, Wayne
      Rockaway Town Sq Mall, Rockaway
      Woodbridge Center, Woodbridge
      New York
      Staten Island Mall, Staten Island
      Bay Plaza Mall, Bronx
      Roosevelt Field SC, Garden City
      South Shore Mall, Bayshore
      Tuttle Crossing Mall, Dublin
      Polaris Mall, Columbus
      9500 SW Washington Sq. Road, Portland(*)
      Robinson Center, Robinson Township
      Stonebriar Mall, Frisco
      Vista Ridge Mall, Lewisville
      Collin Creek Mall, Plano
      Towne East Mall, Mesquite
      Valley View Shopping Center, Dallas
      The Parks Mall, Arlington
      Almeda Mall, Houston
      Meyerland Plaza, Houston
      The Woodlands Shopping Center, The Woodlands
      South Park Mall, Antonio
      Ingram Park Mall, San Antonio
      Padre-Staples Mall, Corpus Christi
      La Plaza, McAllen
      Barton Creek Square, Austin
      Highland Mall, Austin
      Springfield Mall, Springfield
      Washington State
      Alderwood Mall, Lynnwood
      Southcenter Mall, Seattle
      Please note: (*) denotes freestanding stores, all others are stores
      within a mall.
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SOURCE Avon Products, Inc.