Avon’s Broadway Debut

Avon's Shine Supreme has joined the cast of "Sweet Charity" in the role of official lip color of the Broadway musical.

NEW YORK — Avon’s Shine Supreme has joined the cast of “Sweet Charity” in the role of official lip color of the Broadway musical.

Avon’s latest lip innovation will make cameo appearances on the lips of Christina Applegate, who plays the lead role of Charity Hope Valentine, and her backup dancers, the Fandango Ladies. Shine Supreme’s “self-renewing shine” formula is said to eliminate the need for frequent reapplication, a compelling benefit for time-pressed performers.

Avon and several members of the “Sweet Charity” cast kicked off the union with makeovers Wednesday morning at the Avon Salon and Spa in Midtown. From now through January, Charity’s signature fuchsia-pink pout will now be courtesy of Shine Supreme in Polished Petal. The dancers’ vanities, which are part of the set, will be filled with Avon products, and Avon will be listed in the Playbill as the show’s official lip color. In return, Avon will feature the “Sweet Charity” original cast recording in its Nov. 15 brochure. Both partners will launch reciprocal Web site promotions, such as discounted show tickets.

Jill Scalamandre, senior vice president of global beauty brands Avon Products Inc., said the company chose “Sweet Charity” for its Broadway debut because it’s a “female-driven show that features a celebrity of great status.”

“Sweet Charity” will sponsor the lunch stop at the Avon Walk for Breast Cancer to take place here Saturday.

Shine Supreme, available in 15 shades for $8 each, launched this fall.

This story first appeared in the September 30, 2005 issue of WWD.  Subscribe Today.