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Avon Launches First Ever Retail Beauty Brand in Partnership With JCPenney

beComing at the Avon Center Debuts at JCPenney Department Stores

PRNewswire
NEW YORK
Aug 6, 2001

Building on its 115-year heritage as a beauty industry leader, Avon Products, Inc. (NYSE: AVP) today announced its new retail line, beComing, is now available at the Avon Center "stores-within-a-store" in JCPenney department stores across the country.

(Photo: http://www.newscom.com/cgi-bin/prnh/20010806/NYM063 )

beComing will be featured in 75 JCPenney department stores in 2001. Among the stores now open are Valley View Mall in Dallas, TX; Roosevelt Field Shopping Center, Garden City, NY; Aventura Mall, Aventura, FL; Fashion Valley Mall, San Diego, CA; Wayne Town Center, Wayne, NJ; and Woodfield Mall, Schaumburg, IL. Other Avon Centers at select JCPenney department stores will begin opening later this month. Further, beComing will be available at the Avon Salon and Spa in New York City in mid-August.

Avon plans to expand the beComing brand to additional JCPenney department stores in 2002 and is currently exploring other retail partnerships in the U.S. International expansion of the concept is planned for 2003, possibly in Mexico and Europe.

All Avon Centers will be located in high-traffic areas adjacent to the women's apparel departments and will encompass an average of 600 square feet.

Each Avon Center will be staffed with Lifestyle Beauty Consultants who have been exclusively trained by Avon to deliver highly specialized customer service unique to the retail beauty environment. beComing will be presented in an open-sell environment with play stations and makeover counters to provide an inviting, comfortable experience for customers.

"We are thrilled to introduce to JCPenney shoppers a fresh, new approach to the retail beauty experience," said Steve Bock, president of Avon retail. "beComing is more than a brand -- it is the integration of a highly-innovative, prestige quality beauty collection with an unsurpassed level of customer service."

"This is an excellent starting point to a great partnership. We believe our customers will love this great product line," said Vanessa Castagna, JCPenney president and chief operating officer for stores, catalog and Internet. "We're looking forward to the beComing rollout, and expanding our existing cosmetics offering. We want to give our customers beautiful cosmetics with outstanding quality and terrific value."

beComing has been designed to attract women who prefer to shop at retail, and who are not currently customers of the Avon direct-selling channel. beComing offers prestige quality at an upper-mass price tier, with lipsticks priced at $9.50 and fragrance at $30.00.

The beComing product line consists of approximately 400 SKUs (stock keeping units) and is grouped into six lifestyle categories that target women's ever-changing lifestyle needs, allowing them to choose the products that best suit their individual sense of self.

  The six lifestyle categories of beComing are:

   -- beComing Radiant -- a complete line of color cosmetics including
      lipsticks, nail polish, foundations, blushes, eye makeup and more.

   -- beComing Luminous -- a range of skin care products that contain
      Lumin8, a unique complex from eight natural ingredients that minimizes
      the effects of everyday stress and environment.

   -- beComing Centered -- a line of aromatherapeutic products including
      body washes, mists, and body balms to fragrance elixirs and candles.

   -- beComing Mom -- a line of soothing lotions and anti-stretch creams for
      the special needs of expectant Mothers and a full line of baby care
      products.

   -- beComing Active -- a collection of "tri-phase" active care products
      from warm up to work out to cool down.

   -- beComing Sensational -- a line of luxury bath products, Eau de Parfum,
      elegant fashion accessories and jewelry.

J. C. Penney Company, Inc. is one of America's largest department store, drugstore, catalog, and e-commerce retailers, employing approximately 270,000 associates. The company operates approximately 1,080 JCPenney department stores in all 50 states, Puerto Rico, and Mexico. In addition, the company operates approximately 50 Renner department stores in Brazil. Eckerd operates approximately 2,650 drugstores throughout the Southeast, Sunbelt, and Northeast regions of the U.S. JCPenney Catalog, including e-commerce, is the nation's largest catalog merchant of general merchandise. J. C. Penney Company, Inc. is the sponsor of JCPenney Afterschool, a partnership committed to providing kids with high-quality afterschool programs to help them reach their full potential.

Avon is the world's leading direct seller of beauty and related products, with $5.7 billion in annual revenues. Avon markets to women in 139 countries through 3.4 million independent sales representatives. Avon product lines include such recognizable brands as Anew, Avon Color, Skin-So-Soft and Advance Techniques Hair Care. Avon also markets an extensive line of fashion jewelry, apparel, gifts and collectibles. More information about Avon and its products can be found on the company's award-winning website http://www.avon.com/.

                       beComing at the Avon Center

                           JCPenney Store List

   Alaska
   5th Avenue Mall, Anchorage

   Arizona
   Paradise Valley Mall, Phoenix
   Superst'N Springs Mall, Mesa
   Arrowhead Towne Center, Glendale

   California
   Fox Hills Mall, Culver City
   Stonewood Shopping Center, Downey
   Del Amo Center, Torrance
   Whittwood Shopping Center, Whittier
   Montebello Mall, Montebello
   Carson Mall, Carson
   300 Santa Anita Mall, Arcadia
   Glendale Galleria, Glendale
   Northridge Shopping Center, Northridge
   Montclair Plaza, Montclair
   Parkway Plaza, El Cajon
   North County Fair Mall, Escondido
   Fashion Valley Mall, San Diego
   Carousel Mall, San Bernardino
   200 Laguna Hills Mall, Laguna
   Westminster Mall, Westminster
   Brea Mall, Brea CA
   Valley Plaza, Bakersfield
   Fresno Fashion Fair, Fresno
   Sun Valley Mall, Concord
   Solano Mall, Fairfield
   Eastridge Shopping Center, San Jose
   Arden Fair Mall, Sacramento

   Florida
   Orlando Fashion Sq, Orlando
   The Florida Mall, Orlando
   Westland Mall, Hialeah
   Pembroke Lakes Mall, Pembroke Pines
   1600 NE 23rd Street(*), Pompano Beach
   Dadeland Mall, Miami
   Aventura Mall, Aventura
   900 Broward Mall, Plantation
   Mall @ Wellington, Wellington
   Citrus Park Mall, Tampa
   Tyrone Square, St. Petersburg
   Coastland Ctr, Naples

   Illinois
   Hawthorn Center, Vernon Hills
   Yorktown Shopping Center, Lombard
   Woodfield Mall, Schaumburg
   Orland Park Mall, Orland Park
   Fox Valley Shopping Center, Aurora

   New Mexico
   600 Coronado Center, Albuquerque

   New Jersey
   Wayne Town Ctr, Wayne
   Rockaway Town Sq Mall, Rockaway
   Woodbridge Center, Woodbridge

   New York
   Staten Island Mall, Staten Island
   Bay Plaza Mall, Bronx
   Roosevelt Field SC, Garden City
   South Shore Mall, Bayshore

   Ohio
   Tuttle Crossing Mall, Dublin
   Polaris Mall, Columbus

   Oregon
   9500 SW Washington Sq. Road, Portland(*)

   Pennsylvania
   Robinson Center, Robinson Township

   Texas
   Stonebriar Mall, Frisco
   Vista Ridge Mall, Lewisville
   Collin Creek Mall, Plano
   Towne East Mall, Mesquite
   Valley View Shopping Center, Dallas
   The Parks Mall, Arlington
   Almeda Mall, Houston
   Meyerland Plaza, Houston
   The Woodlands Shopping Center, The Woodlands
   South Park Mall, Antonio
   Ingram Park Mall, San Antonio
   Padre-Staples Mall, Corpus Christi
   La Plaza, McAllen
   Barton Creek Square, Austin
   Highland Mall, Austin

   Virginia
   Springfield Mall, Springfield

   Washington State
   Alderwood Mall, Lynnwood
   Southcenter Mall, Seattle

   Please note: (*) denotes freestanding stores, all others are stores
   within a mall.

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NewsCom: http://www.newscom.com/cgi-bin/prnh/20010806/NYM063

AP PhotoExpress Network: PRN4

PRN Photo Desk, +1-888-776-6555 or +1-212-782-2840

SOURCE: Avon Products, Inc.

Contact: Media - Laura Castellano of Avon Products, Inc.,
+1-212-282-5345; or Stephanie M. Brown, +1-972-431-4655, or Quinton Crenshaw,
+1-972-431-5581, both of JCPenney; or Investors - Carol Murray-Negron or Renee
Johansen, both of Avon Products, Inc., +1-212-282-5320

Website: http://www.avon.com/

Company News On-Call: http://www.prnewswire.com/comp/079575.html

 
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