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Avon’s New Best Friend

NEW YORK — Avon spokesmodel Salma Hayek works hard for her money. <BR><BR>The actress stood by her cosmetics company last week during its marathon of charity and new product events. Hayek landed in New York the morning of Tuesday, Nov. 9, to...

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NEW YORK — Avon spokesmodel Salma Hayek works hard for her money.

The actress stood by her cosmetics company last week during its marathon of charity and new product events. Hayek landed in New York the morning of Tuesday, Nov. 9, to attend the premiere of her new film “After the Sunset,” in which she co-stars with Pierce Brosnan and Woody Harrelson. New Line Cinema and the Avon Foundation hosted the screening and reception at the Ziegfeld Theater, donating ticket proceeds to the newly designated New York City Family Justice Center in Brooklyn — a haven and support center for victims of domestic violence. The event raised $85,000.

Following an evening of fund-raising, the next afternoon she was the honored guest at a luncheon to introduce Avon’s 2005 product lineup. While beauty products were the centerpiece on each table, the conversation did not stray far from Avon’s philanthropic efforts.

Speaking to an intimate gathering, Hayek admitted that when Avon first came calling the actress had to give serious thought as to whether to align herself with the direct seller. After learning of the beauty company’s commitment to stamping out domestic violence, Hayek signed on as spokesmodel last February. Since coming on board, she has been won over by the quality of Avon products. Her 60-year-old mother has even adopted an Avon skin care regimen and, according to her daughter, has noticed a visible difference in her skin. Hayek added that obviously the products work at any age.

The Mexican-born actress referred to Avon’s color cosmetics collection, Beyond Color, as a “very important political statement.” Avon is in the midst of re-staging the collection, which first launched six years ago. The effort will be fueled with the introduction of three new products: Lip Recovery Cream, Radiant Lifting Foundation SPF 12 and Daring Curves Mascara.

Lip Recovery with SPF 15 is a full-color lip treatment that is designed to repair dry, chapped lips through its Vita-Color Complex, an ingredient said to boost cellular energy. An outgrowth of Avon’s Retinol-infused lipstick, the click-pen lip treatment will be available this April in 12 shades for $8 a piece.

This spring, Radiant Lifting Foundation will replace the two foundations currently in the Beyond Color portfolio. Like Lip Recovery, Radiant Lifting contains Avon’s Vita-Color Complex. It also contains a three-dimensional polymer that, according to the company, forms an invisible mesh to tighten and smooth skin. Avon’s consumer testing showed that in two weeks 71 percent of women said they noticed firmer skin and 60 percent said they saw less sagging. Radiant Lifting will be available in 16 shades for $12 each.

This story first appeared in the November 19, 2004 issue of WWD.  Subscribe Today.

“Our customers expect makeup to multitask, to care and to perform,” said Jill Scalamandre, group vice president, global marketing for Avon.

Daring Curves Mascara, billed as a thickening, curling and defining formula, also boasts bold benefit claims. As Procter & Gamble’s Max Factor brand has done for its new Lash Lift mascara, Avon borrowed technology from its hair care business to develop a formula that holds curl for up to 12 hours. Its figure-eight-shaped brush makes it easier to coat each lash, explained Scalamandre. The mascara will be available this May in six shades.

Avon also introduced the second scent in its trilogy called Today.Tomorrow.Always. Following this month’s debut of Today, Avon will introduce Tomorrow in February. Scalamandre described the scent, housed in an oval-shaped bottle, as a romantic, “whispering floriental.” Tomorrow will be available in a 1.7-oz. eau de parfum spray for $30.

At the luncheon, surrounded by posters of herself alongside Avon product, Hayek admitted she loves feeling glamorous. She observed, “It’s very important for women to feel beautiful.”

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