NEW YORK — Avon may have had a tough start to 2006, but the company is firing back with a strong second-half lineup backed by an aggressive advertising campaign and sampling program.
"Avon continues to sharpen its brand competitiveness by introducing products that connect with consumers on both a brand and innovation level," said Jill Scalamandre, senior vice president of global beauty brands for Avon.
Scalamandre declared that Avon is a multiplatform brand that has turned solving skin care problems into a science. In keeping with its mission to connect with women, the company has divided consumers into two categories: the "age warrior" who uses products from Avon's Anew line, and the "age manager" who uses products from Avon's Solutions brand.
"The age warriors are driven to stay ahead of the aging process. They want up-to-the-minute technology and are on top of trends," said Scalamandre. She noted that these customers are looking for at-home versions of treatments offered at dermatologists' offices.
"The age managers are not obsessed with fighting the signs of aging, but more interested in looking ahead and proactively managing a healthy facial skin care routine," said Scalamandre. She noted that the group uses the Solutions line and tends to be younger.
The first antiaging line launching under Avon Solutions is Ageless Results, a three-item group with nutrients and supplements designed to restore the skin by improving its texture and clarity. Soy was added to stimulate cellular repair, vitamin antioxidants to prevent premature aging and peptides to firm the skin and reduce wrinkles.
The formula was developed by three skin care experts: pharmacologist Janice Teal, nutritionist June Lay and biochemist Xiaochun Luo. Dubbed the Avon Daily Skin Allowance, the three Ageless Results products include Renewing Day Cream SPF 15, Renewing Night Cream and the Anti-Aging Eye Treatment. The products range in price from $12.50 for a 0.5-oz. eye cream to $14.50 for a 1.7-oz. day and night cream.
"This Solutions launch will help us build a broader customer base, while providing products at a more accessible price point," said Scalamandre.
While the day and night creams will be available in July, the eye treatment will be available in September. Both the print and television advertising campaigns will break in July, along with 2.5 million samples that representatives will begin handing out next month.
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