Avon opens store in US

New Avon Company's Studio 1886

Avon’s North American branch, New Avon Company has opened its first store, which it describes as an experience center whose aim is to provide sales representatives and customers with a space to rediscover the brand.

Called Studio 1886, the store is located in Los Angeles’ Koreatown district and is named after the year the company was founded. The two-floor 19,000ft2 (1,765.15m2) space carries all of Avon’s collections.

The new location will follow health and safety guidelines, such as limiting product sampling to prepackaged samples. Services such as makeovers, skin treatments and in-studio classes are currently suspended.

The space’s Make Up Bar includes a new AR-powered digital catalog where visitors can virtually try on make-up. Meanwhile, the Skincare Zone offers a space to learn about Avon’s skincare products and the Break and Lounge Area facilitates networking among Avon representatives and customers.

The center will host training sessions and events on a range of topics from beauty techniques to choosing products according to personal skin concerns. Representatives will be able to to learn how to consult with customers and build their Avon businesses.

In 2019, South Korea’s LG Household and Health Care (LG H&H) acquired the beauty company after Avon’s North American operations (the US, Canada and Puerto Rico) was sold to Cerberus Capital Management in 2016.