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
600 Coronado Center, Albuquerque
Wayne Town Ctr, Wayne
Rockaway Town Sq Mall, Rockaway
Woodbridge Center, Woodbridge
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
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.