Manufacturing Industry
Avon to reposition beComing. (International News).(Avon Products Inc.)(Brief Article)
Cosmetics International, February, 2003
Avon Products Inc has announced a strategic repositioning of its beComing beauty brand in the US. Following a strategic review of options to optimise the brand, Avon has decided that beComing will now be sold through Avon's direct selling channel in the US, exclusively by Avon Beauty Advisors, who are independent Avon sales representatives with specialised beauty product training and consultative selling skills.
Accordingly, Avon has agreed with JC Penney to end the alliance through which becoming had been carried in approximately 90 JC Penney stores.
Commenting on the decision, Andreas Jung, Avon's chairman and coo said: "Our research confirms that consumer reaction to this prestige brand has been very positive. By offering beComing through our core...
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