Omnichannel Upgrade: Avon opens a first brick-and-mortar beauty retail shop in Los Angeles, California

28-Oct-2020 - Last updated on 28-Oct-2020 at 13:26 GMT

$© Getty Images \ (Larry Gibson)$

Just when social sales and DTC brands seem to have a competitive edge in the cosmetics and personal care marketplace, the direct sales beauty maker opens an enormous shop called Studio 1886 in LA’s Koreatown.

In 2019, South Korea – based LG Household and Health Care acquired the entire Avon North America business. Now the company has opened Avon’s first flagship store and beauty education space in Los Angeles, California.

Avon’s first beauty retail store honors the past and plans for the future

Studio 1886, as the new two-level, 19,000 square-foot shop is called, is open to all but will host events and trainings for both consumers and Avon’s independent sales representatives.

Avon was founded in 1886 by David H. McConnell. And now, over 125 years later, the company is “very excited about this new chapter and…proud to create a unique space for our Avon community to connect and celebrate their love of Avon,” says CEO Paul Yi, in his remarks to the press this week.

“Studio 1886,” says Yi, “will showcase Avon’s growing commitment to bringing customers and Avon Representatives the top trends and innovation in beauty while driving engagement.”

LG-owned Avon store sells products from both beauty makers and bets on in-person engagement

The new Avon retail store is designed with a lounge area and is as much a store as it is a showroom. Once pandemic precautions are no longer necessary, studio classes, skin treatments, and makeover services will be available.

And Studio 1886 is meant to be engaging and somewhat experiential. As this week’s media release cautions, “Get ready for a fun, multisensory experience where a world of discovery ignites your imagination and creativity.” The new retail space is, for instance, equipped with AR makeup try-on technology, so visitors can virtually sample color cosmetics from the company’s current digital catalog.

And the shop is arranged by category: skin care, color cosmetics, fragrance, and personal care. And will feature not only Avon’s best-selling brands like ANEW, Skin So Soft, CHI Haircare, The Face Shop, and belif, but also K-beauty brands from LG H&H, according to both WWD and ChainStoreAge.com.