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Avon Retail Strategy BeComing Direct-Sell As Penney’s Minimizes Cosmetics

This article was originally published in The Rose Sheet

Executive Summary

Avon plans to reposition the beComing beauty brand in the U.S. by folding the retail collection into its direct-sell business and ending its partnership with J.C. Penney, which announced it is de-emphasizing cosmetics sales

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Ultima distribution

Revlon will continue to support its Ultima brand domestically and abroad despite discontinuation of the brand in J.C. Penney, Elizabeth Kenny, senior VP-marketing for Almay and the Portfolio Brands says. Discontinuation will not have a "significant" impact on Revlon's overall business, as business in Penney's represents less than 1% of consolidated sales, exec adds. Statement follows J.C. Penney's announcement that it is downsizing its cosmetics department (1"The Rose Sheet" Feb. 3, 2003, p. 3)...

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