Avon Wellness Line Expected To Reach 150 SKUs By Year-End
This article was originally published in The Tan Sheet
Executive Summary
The Avon Wellness nutritional supplements line eventually will expand to include items targeting weight management and smoking cessation, Health & Well Being VP Scott Schlackman said.
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The Avon Wellness nutritional supplements line eventually will expand to include items targeting weight management and smoking cessation, Health & Well Being VP Scott Schlackman said. The first wave of 53 Avon Wellness products, including nine VitaAdvance women's supplements, will debut in May. Nearly 100 more products will be added to the line of nutritional, aromatherapy and home fitness SKUs by the end of 2001. The Wellness business is expected to generate $50 mil. in global first-year sales, led by the nutritional items. The line will launch in a 32-page, stand-alone "magalog" distributed to Avon's 15 mil. customers. Products also will be sold in mall kiosks and on a page linked to Avon's Web site, Schlackman stated. "We really want to position this as a separate business," the exec said. "We believe if we folded it into the core book, it could eventually get lost. We really want to make a bold statement." Avon Wellness nutritionals, developed in partnership with Roche Consumer Health and produced by a third-party manufacturer, will include multivitamins and single and combination supplements targeting areas such as bone health, energy, mood, joint health and heart health (1 (Also see "Avon/Roche Vitamins, Nutritional Supplements Launching Early 2001" - Pink Sheet, 13 Mar, 2000.)). Labeling for glucosamine-containing Joint Formula carries the claim "Helps support healthy cartilage and joint function," while labeling for Heart Health Formula with garlic and natural vitamin E reads, "Helps retain normal cholesterol levels and cardiovascular function." The line primarily is targeted to women, although it also will include products for men and children. The magalog, which will be updated with new products and circulated every six weeks, is larger than Avon's core catalog to allow room for health tips and information. Avon spokeswomen Venus and Serena Williams will promote the line with a wellness column in each catalog. The tennis stars were signed by Avon in December (2 (Also see "Avon goes for grand slam" - Pink Sheet, 18 Dec, 2000.)). Aromatherapy offerings will include VitaTonics vitamin-infused fragrance spray, shower gel and cleansing soap. Skin and hair care eventually will be added to the line, but in a way that differs from Avon's core offerings, Schlackman noted. |