NEW YORK -- While many firms have begun marketing skin care products containing vitamins, Avon has decided to sell the vitamins themselves.
Early next month, the company will begin distributing Avon Life, a line of multi-vitamin and mineral supplements. The products will be distributed by Avon's 450,000 direct sales beauty representatives and will be available through the company's toll-free number.
"This is a natural step for us," said Andrea Jung, president of Avon's product marketing group, reciting the company's slogan, "Inner health leads to outer beauty."
"We think this category has a huge business potential," added Barry Herstein, director of new business development at Avon. "According to our studies, 60 percent of our customers already take nutritional supplements. But they're looking for more simplicity."
To address the issue of simplicity, Herstein said, Avon will first introduce five items, targeting specific age groups and gender-based needs.
Woman Care I, intended for women from age 20 until menopause, provides recommended levels of frolic acid for women in their childbearing years, according to the company.
Woman Care II, for menopausal and post-menopausal women, has less iron and more calcium. Prices for Woman Care I and II are $9.99 for one-month supplies.
Kid Essentials, for boys and girls from two to 12, contains supplements of iron, other minerals and calcium. Prices are $5.49 for a one-month supply, $9.99 for two month's worth.
Teen Essentials, for teenagers of both sexes, contains extra calcium, magnesium and vitamin D. The fifth item, Man Care, is intended for men from age 20 onward, and contains higher levels of B-vitamins than the women's products, along with less iron.
Prices are $8.99 for a one-month supply of Teen Essentials, $9.99 for the same amount of Man Care.
In July, three supplementary products will be added. Ester-C Complex, a vitamin C supplement, will cost $5.99 for a two-month supply. The other two are Bone Support, which provides extra calcium, and Biotin Complex, which contains supplementary biotin and pantothenic acid. Bone Support and Biotin Complex are each $8.99 for one-month supplies.
The Avon Life line has been approved by the FDA and was developed by an outside manufacturer, which Avon declined to identify.The new products will first be promoted on the cover of Avon's 12th campaign brochure, which will be distributed to 15 million women starting in early May.
The line will also be featured in eight pages of copy in the brochure, describing the intended use and benefits of the products. The tagline will be "Take the guesswork out."
"This is a $4 billion category that is growing annually by 15 percent," said Herstein. "But the market is extremely fragmented. There's a big opportunity for someone to come in and make a statement."
Avon Life will continue to be featured in the Avon brochures throughout this year.
"We're considering the possibility of advertising later in '94 and '95," said Jung. "We think we can be a major force in this marketplace within a short time."
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)