HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Avon Becoming Younger; Positioning Reflected In Retail Store Format

This article was originally published in The Rose Sheet

Executive Summary

Becoming, Avon's first retail-exclusive brand, will be targeted to a significantly younger consumer than the typical buyer of the company's core products, a strategy expected to open the venerable direct-seller to an entirely new consumer group.

You may also be interested in...



Marketing In Brief

Bioré: Beyond Smooth Daily Moisturizer for face combines moisturizer plus shave minimizing benefits, Andrew Jergens says. Item contains ginger root extract, which "makes hair softer, finer and less noticeable," firm claims. Product will bow in food, drug and mass outlets in March and will retail in 4 oz. bottle for $6.99. Positioning is similar to that used in Jergens Naturally Smooth Shave Minimizing Moisturizer, which debuted last year (1"The Rose Sheet" May 21, 2001, p. 11). Beyond Smooth is first Bioré product to feature new packaging, which will be color-coded with blue, purple, pink and aqua to identify skin types. Packaging will communicate product benefits and feature larger logo, firm says. Bioré's previous packaging has remained unchanged since line launched in 1997 (2"The Rose Sheet" March 17, 1997, p. 3)...

Avon Becoming Expected To Account For 10% Of Sales

Avon Becoming, the company's first retail initiative launching in Sears and J.C. Penney, is expected to generate 10% of sales, while Avon's traditional direct-sell business will account for 90%, Avon said.

Avon Becoming Expected To Account For 10% Of Sales

Avon Becoming, the company's first retail initiative launching in Sears and J.C. Penney, is expected to generate 10% of sales, while Avon's traditional direct-sell business will account for 90%, Avon said.

Related Content

UsernamePublicRestriction

Register

RS008478

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel