Avon BeComing Skin Treatment, Foundation Created To Work In Tandem
This article was originally published in The Rose Sheet
Executive Summary
Avon is positioning its beComing Transfirm Contouring Treatment and Redefine Airbrush Foundation SPF 10 as the first skin care treatment product and color foundation "created from conception together," the company said
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Avon is positioning its beComing Transfirm Contouring Treatment and Redefine Airbrush Foundation SPF 10 as the first skin care treatment product and color foundation "created from conception together," the company said. Debuting in J.C. Penney stores, Redefine and Transfirm will respectively join the beComing Radiant color cosmetics and beComing Luminous age defense skin care collections in August. The products are designed for use in combination to deliver a flawless finish to skin, Avon said. "Both products have a selection of the same as well as distinct separate ingredients that when used in tandem together, deliver even better results to a woman's skin," the firm maintained. In clinical testing, women who used Transfirm for two weeks noticed a 40% improvement in the skin's firmness at the jaw line; after using Transfirm and Redefine together for two weeks, women saw a 63% improvement in the firming of the forehead/brow area and a 115% improvement in the visibility of crow's feet, the company claims. Transfirm is a satin gel formulated with a "3-D sculpting complex" that works to repair and prevent the breakdown of collagen and elastin in the skin, Avon said. The product also contains Avon's optical diffusion "lifting technology"; a blend of hydrolyzed wheat protein, locus bean gum and hydrolyzed wheat gluten to tighten and firm; and Lumin8 , which is included in all beComing Luminous skin care items. Redefine Airbrush Foundation SPF 10 is an oil-free, water-in-silicone formulation produced with an "airbrush technology" featuring optical diffusers, coated micas and pigments that scatter light to "blur" imperfections, the company said. Available in a range of 15 shades, Redefine will retail for $19.50, while Transfirm will be priced at $35. Marketing anti-aging skin care products with high-tech positioning is a strategy Avon has been particularly successful with in its direct-sell business. The company's Anew Retroactive skin cream generated first-year sales of $94 mil., and the company is expanding the line with Anew Ultimate this year (1 (Also see "Avon Readies Anew Offering For Ultimate Anti-Aging Defense" - HBW Insight, 20 May, 2002.), p. 5). |