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 products. -- 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 Alaska 5th Avenue Mall, Anchorage Arizona Paradise Valley Mall, Phoenix Superst'N Springs Mall, Mesa Arrowhead Towne Center, Glendale California 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 Florida 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 Illinois 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 Ohio Tuttle Crossing Mall, Dublin Polaris Mall, Columbus Oregon 9500 SW Washington Sq. Road, Portland(*) Pennsylvania Robinson Center, Robinson Township Texas 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 Virginia Springfield Mall, Springfield Washington State Alderwood Mall, Lynnwood Southcenter Mall, Seattle Please note: (*) denotes freestanding stores, all others are stores within a mall. MAKE YOUR OPINION COUNT - Click Here http://tbutton.prnewswire.com/prn/11690X91770139
SOURCE Avon Products, Inc.