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.