Avon said last week that its beComing beauty brand will be sold exclusively through its direct channel, ending a deal in which it was sold in 89 J.C. Penney stores. The move ends an alliance Avon struck in 2000 with J.C. Penney and Sears to sell beComing in their stores.
Sears cancelled its deal in July of 2001, just one month before the launch, according to reports, when it left the competitive cosmetics and skin-care business. Avon said it plans to add products to the line, and does not expect that costs associated with the move will affect its 2003 earnings outlook. J.C. Penney said the elimination of beComing is part of a plan to upgrade and expand its women's accessories by Aug. 1.
