It only took 134 years, but Avon finally has a retail space to call home.
In a radical move for the venerable brand, on November 2 Avon officially inaugurated Studio 1886, its first ever experiential store, a glossy white-and-pink 8,000-square foot space in Los Angeles’ Koreatown. And while open to the public via hour-long appointments, once circumstances permit, the studio will also offer facials and massages, make-up applications at its beauty bar, a beverage station and plenty of room for lounging and networking.
Steve Bosson, President of Sales for Avon North America, said the idea for Studio 1886 was generated by Suk Cha, CEO of LG Household and Health Care, the Seoul-based consumer products giant which acquired Avon North America last year.
“It was really his brainchild,” said Steve. “He wanted to make a statement with a flagship location. It’s the first time we’ve had a physical space in Avon’s history.”
The brand has typically been known for its Avon ladies—sales representatives who sold Avon products door-to-door to neighbors, friends and family. The concept allowed women to have their own income stream before they even had the right to vote.
Steve said Los Angeles was chosen as the flagship because of its reputation as a beauty hub, and the fact that there are hundreds of thousands of Avon reps across the city and surrounding areas. Studio 1886, he said, “is an outstanding business center to pop in as they wish, and is also a way to open doors to new consumers.”
Certainly the space, which has 10,000 square feet on a second level for offices and training rooms, feels fresh, youthful and vibrant. Past the still-shuttered coffee bar and hidden treatment room are displays of color products across all categories; staff are on hand to help with foundation shade matching; iPads allow shoppers to virtually see how various make-up combinations will look on them. The product selection is extensive, representing not only Avon’s breadth, but also other brands within the LGH&H universe, including popular clean beauty lines belif and Dr. Belmeur. Also on offer are collaborations between Avon and other companies, such as hair tools from CHI. Categories are not just restricted to beauty and Avon’s extensive fragrance options either; newer offerings include Veilment CBD Nourishing Body Cream, Avon Whitening Essentials Blanc Charcoal toothpaste, Skin So Soft Bug Repellent and Babience Kids Sunscreen in partnership with Baby Shark. At the premium end of the market are the brand’s Mission Luxereve Cream and Serum, priced at $350 and $225, respectively. According to Steve, new skin care launches will be announced in January.
The space will not operate as a typical retail boutique; consumers can select products and place orders, which will be shipped to them from the Avon warehouse in Ohio. Alternatively, as is standard for the brand, products ordered through reps are offered at discounted prices.
To commemorate the opening of Studio 1886, the brand launched its priciest product in history, Charmed, a fragrance housed in a gold-plated peacock-shaped bottle studded with Swarovski crystals, in a limited-edition run of 1,886 bottles. It sells for $1,200.
“It’s a nod to our history,” said Steve. “We created the fragrance as a tip of our hat to our reps. Like Studio 1886, it’s another statement piece. It’s the excitement and energy around Avon, which will ultimately have a halo effect.”
Photo credit: Avon
