NEW YORK — Avon’s BeComing may be out at J.C. Penney, but some other mass color brands could be finding their way in.

The names of two J.C. Penney beauty executives have recently been added to the list of retailer attendees at the Efficient Consumer Response Management cosmetics, fragrance and bath trade show to be held at the Orlando Renaissance Resort later this month. The four-day event presents the wares of traditional drugstore brands from niche lines like Petunia and Heaven to industry leaders like Revlon and Maybelline.

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