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.
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)