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BeComing Flagship Opens

NEW YORK — There’s been a brand switch at the Avon store in Trump Tower.<br><br>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...

NEW YORK — There’s been a brand switch at the Avon store in Trump Tower.

This story first appeared in the October 4, 2002 issue of WWD.  Subscribe Today.

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.