NEW YORK — There’s been a brand switch at the Avon store in Trump Tower.
Last Friday, the first-floor shop, part of the Avon Centre Salon and Spa, reopened as the flagship for Avon’s retail brand BeComing. Previously, the 750-square-foot space was devoted to showcasing beauty products from Avon’s core lineup, such as Anew skin care and Beyond Color lipstick.
"This is defining Avon’s retail business in Avon’s flagship store," said Stuart Sklar, group vice president, marketing for Avon’s Retail Division.
BeComing, which had gotten off to a rocky start, just celebrated its one-year anniversary. The brand was born into a soft fourth quarter retail environment. And just prior to launch, retail partner Sears Roebuck and Co. suddenly pulled out of the deal to carry BeComing as it announced a shift in corporate focus that would eliminate its cosmetics departments.
In addition to the new locale, BeComing is sold in 92 J.C. Penney stores and via its Web site, ibecome.com. A Penney’s spokeswoman said there were no immediate plans to expand distribution, rather Penney’s was working with Avon to build sales of BeComing in its existing doors.
In the new flagship, BeComing is merchandised on wall fixtures on the left side of the store upon entering. Color and skin-care items, the strongest of the brand’s six product segments, come first in the lineup. The long, narrow space also contains two makeover areas and a play station. The fixtures — white shelving on a wooden base — include testers and are brightly lit akin to the BeComing displays in Penneys. Lavender shelf strips — reflecting the brand’s packaging — contain product information.
Separately, space was carved out for Brad Johns hair-care items and products from the Eliza Boutique. Both Johns, a celebrity hairstylist and Eliza, an eyebrow specialist, have operations in the Avon salon.
To kick off the fall season, BeComing is offering a free "mini-lift" at all locations, for two weeks through Oct. 15.
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)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)