Avon beComing

Avon’s research revealed an untapped market of 20 million women who would buy Avon products, but preferred shopping at retail rather than through door-to-door representatives. They developed a separate beComing line with products priced higher than Avon’s core direct sales line targeted toward the upper mass retail market and sold at JCPenney. Julie led the Interbrand Verbal Identity team in naming the majority of the 400 sku’s in the line. The approach employed wit and optimism with names such as Cool Current, Gel Vital, and Lumin8, which were featured on sleek modern packaging throughout JCP’s cosmetics department.




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