First Look: Avon goes big with its first brick-and-mortar experience
The North American branch of Avon has opened its first physical location, in the Koreatown neighborhood Los Angeles.
The 19,000-sq.-ft. space, called Studio 1886 in a nod to the year the beauty company was founded, is designed as an immersive experience for the brand and a playground for beauty lovers, including consumers as well as Avon’s independent sales representatives.
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The two-level space showcases all of Avon’s best-selling collections and latest innovations in skincare, color cosmetics, fragrance and personal care, along with brands provided by Avon owner LG Household & Health Care. (In 2019, the North American division of Avon was acquired by the South Korean company.)
"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," said Paul Yi, CEO, Avon. "Studio 1886 will showcase Avon's growing commitment to bringing customers and Avon representatives the top trends and innovation in beauty while driving engagement."
Following strict COVID-19 safety measures, consumers can learn about and order product on site. Customers can virtually try on makeup and have shades matched with foundation, eyeshadow, blush and lip colors using Avon’s new digital catalog, which utilizes augmented reality. (Services such as makeovers, skin treatments and in-studio classes are suspended due to the pandemic.)
In addition to products, Studio 1886 will serve as a hub for learning and education. Avon representatives and customers will have access to the company’s top educators for skincare, color, personal care and more. Training sessions and events will be offered regularly. Representatives will learn how to consult with customers and build their Avon businesses.
To ensure a safe space, the Studio will be thoroughly cleaned before opening and will have increased cleanings and regular disinfecting throughout each day. There will also be a limited number of customers who can enter at any given time and social distancing guidelines will be followed.
All testers will be for display only and sampling will be limited to prepackaged samples. Hand sanitizer will be available for use throughout the space.