Avon Beyond Color cosmetics with treatment benefits part of technological focus for 1999.

AVON BEYOND COLOR COSMETICS TREATMENT LINE PART OF TECHNOLOGICAL FOCUS for 1999, "designed to merge skin care technology with cosmetics that offer additional benefits," the firm said. The company's four-SKU color cosmetics brand offers "extra protection and moisturization while enhancing appearance and providing fashion color," Avon explained. Beyond Color is considered to be a "key strategic brand" for the company and is likely to receive advertising dollars in 1999. The line also will secure its "fair share of promotional resources," Avon added.

The debut of Beyond Color arrives as Proctor & Gamble introduces its Oil of Olay color treatment line early next year and Neutrogena prepares to launch its own color treatment collection ("The Rose Sheet" Aug. 31, p. 4). The recent color-as-treatment concept capitalizes on the aging baby boomer set with products that include sun protection, moisturizing and antioxidant benefits.

Beyond Color "combats the effects of the environment and aging without any extra care than it takes to put on makeup," Avon said. The line is centered around star product Triple Benefit Lipstick SPF 12, which was introduced in 1995 under the Avon Color brand.

The "multi-benefit" products enable consumers to "boost moisture retention dramatically; soothe drier, thin-skinned areas of the face" and "provide enrichment in the form of antioxidants to protect against damage from free radicals," Avon explained. At the same time, the lip and eye offerings "provide the richest hues." Beyond Color products are packaged in pink and gold tubes.

Triple Benefit Lip Conditioner with SPF 12 "reconditions" lips with pro-collagen and pro-elastin, while aloe and vitamin E retexturize. The company recommends wearing the conditioner under lipstick "to help color glide on, resist feathering and defend against sun damage." Triple Benefit Lip conditioner is $6.50.

Created with humectants and emollients to "ensure eyelids do not look puffy and skin does not dry out," Triple Benefit Eyeshadow contains a vitamin-enriched hydrating complex which "boosts the moisture level of delicate skin by 350%," according to the company.

The eyeshadow is formulated with moisturizer-wrapped color particles that "will not settle into the eyelid's fine lines" and micronized optical diffusers that "scatter light to minimize the appearance of fine lines and wrinkles," Avon said. Triple Benefit Eyeshadow is available in Hazy Blue, Honeycomb (brown) and Plum Satin for $6 each.

Triple Lash Conditioner "separates lashes and increases fullness by 174%," the firm said. The conditioner combines a strengthening and conditioning complex of collagen, biotin, keratin, panthenol and vitamins A, B6, C, E and beta carotene. Avon said the colorless product can be used by both women and men to achieve "more flexible, softer and supple" lashes. The eyelash conditioner sells for $5. In addition, Beyond Color Lipstick is offered in four new colors -- Crimson, Chocolate Frosting, Mauve Shimmer and Rosestone -- for $6.50 each.

Avon will expand the value-priced Color Trend line beginning with its October Campaign 24 brochure. Color Trend Mascara will be introduced in three shades -- Blackest Black, Brown Black and Purple. Eyeshadow in six new hues additionally will be featured in Halo (creamy), Honey Honey (brown) and Lunar (silver gray).

Six lipstick colors, including Pansy (lavender), Scream (red/orange) and Smooch (pink), will be added to the line. Avon will add new blush shades, including Baby Kiss (pink) and Goddess (natural brown). Six new shades of nail polish include Voltage (purple), Ghost (gray/silver) and Girlie Girl (hot pink).