Beauty brand known for home delivery opens brick-and-mortar space
While not exactly in a mall, Avon has opened its first brick-and-mortar store. The iconic brand is still thought of by many consumers as a door-to-door service; reps would sing out, “Avon calling!” as they rang doorbells. Though the products are still sold by reps, those reps are more apt today to be promoting sales on social media than ringing doorbells. But the new store introduces a new experience of the 134-year-old brand.
Called Studio 1886 in a nod to the year the beauty company was founded, the space is open to both reps and consumers. With 19,000 sq. ft. spread over two floors in the vibrant Koreatown neighborhood of Los Angeles, the store showcases all of Avon’s best-selling collections such as ANEW, Skin So Soft, CHI Haircare, The Face Shop, and belif. Guests can experience Avon favorites as well as the latest innovations in skincare, color cosmetics, fragrance, and personal care.
“We are very excited about this new chapter and are proud to create a unique space for our Avon community to connect and celebrate their love of Avon,” says Avon CEO Paul Yi. “Studio 1886 will showcase Avon’s growing commitment to bringing customers and Avon representatives the top trends and innovation in beauty while driving engagement.”
The multisensory experience allows guests to learn, play, train and rediscover the beauty of Avon.
- At the Make Up Bar, visitors can immerse themselves in Avon color and see full shade ranges. Avon’s new digital catalog with AR makeup enables visitors to virtually try on makeup and get shade matched with foundation, eyeshadow, blush, and lip colors.
- In the Skincare Zone, visitors can learn about the latest in skincare innovation and find the best products for their skin.
- The Break and Lounge Areas are for networking and chatting about the latest beauty news while utilizing the technology.
In addition to products, Studio 1886 will provide a hub of community engagement for learning and education. Avon representatives and customers will have direct access to Avon’s top educators for skincare, color, personal care, and more. Carefully crafted training sessions and events will be offered regularly and will be designed to elevate knowledge from tips and tricks to choosing the best products for personal skin concerns. Representatives will learn how to consult with customers, provide solutions, and overall build their Avon businesses.
Services such as makeovers, skin treatments, and in-studio classes are currently suspended due to the pandemic. Reservations are available as the store limits the number of guests, and sampling is limited to prepackaged samples, among other COVID safety measures.