Avon's Breast Cancer Awareness Crusade goes on line to deliver early detection message; High tech meets high touch on the information superhighway.

NEW YORK--(BUSINESS WIRE)--May 25, 1995--Avon's Breast Cancer Awareness Crusade has joined the information superhighway to underscore the importance of early detection in the fight against breast cancer.

Avon's Crusade, which has been dedicated to communicating the early detection message since October 1993, will utilize computer technology as a new forum for the discussion of breast cancer. The company has developed a World Wide Web Page about the Crusade on the Internet and has established a presence on America Online through the Woman's Day forum. What's more, on June 6, Avon will host a live AOL/Woman's Day conference on breast cancer in an "Odeon" auditorium. Hundreds of thousands of women will have the opportunity to access these services and information over the coming weeks, expanding the reach of Avon's Crusade.

"With these initiatives Avon brings `high touch' to a high tech environment," says Joanne Mazurki, director of Avon's Breast Cancer Awareness Crusade. "Specifically, we want to create a place on the information superhighway for the discussion of a very personal, often emotional issue like breast cancer and deliver a message about the importance of early detection in saving lives."

To access the Woman's Day forum, users log on to America Online, click on "Newsstand," locate Woman's Day, and click onto the icon for Avon's Breast Cancer Awareness Crusade. Individuals can then read reference material in the Information Center, participate in a survey about Avon's Crusade, or communicate with other AOL subscribers on the Message Board. A fourth icon, identified as "Odeon," is reserved for use the evening of the live, on-line event.

Live Conference - A "High-Touch Message" via "High-Tech" Medium

On June 6, from 8 to 10 PM EST, Avon will host a live, auditorium-style conference on the AOL/Woman's Day "Odeon" forum, where a breast cancer medical expert, breast cancer survivors and other experts will "chat" with interested consumers on a variety of breast cancer issues and topics. One of the evening's guests-of-honor will be Betty Rollin, author of "First, You Cry," an account of her personal experience with breast cancer, and a NBC news correspondent. Rollin found out she had breast cancer over 20 years ago and serves as an example of hope and encouragement to women who are concerned about breast cancer. Also logging on will be breast surgeon Dr. Anthony Cahan, from New York's Beth Israel Hospital, Dr. Bonnie S. Reichman of the Strang-Cornell Breast Center and Amy Langer, executive director of the National Alliance of Breast Cancer Organizations (NABCO). Additional guests will be announced as the event approaches via the Woman's Day and Avon's Crusade forums.

Woman's Day/AOL Forum

Avon has also established a presence on the Woman's Day forum, found exclusively on America Online. Accessing the Avon's Crusade forum from the privacy of their own homes, women can ask questions, review reference materials, such as books and personal stories, to learn more about what they have been told by doctors, and can support one another by sharing their personal experiences.

The Crusade's partners and their programs are also described, including the YWCA of the U.S.A.'s ENCOREplus program, the National Alliance of Breast Cancer Organizations (NABCO), the Centers for Disease Control (CDC), and the National Cancer Institute (NCI).

Use of on-line services also allows women to learn about and to discuss very private - sometimes emotional - health topics. Therefore, Avon has also established a "message center" where women can speak with other women about their experiences with early detection, and other breast cancer issues. Men can also share their thoughts about how they have been affected as breast cancer strikes the women in their lives.

"The Woman's Day forum receives hundreds of thousands of accesses per month," explains Mazurki. "With more and more women turning to on-line services and the Internet to get information, we are excited to expand the reach of Avon's Crusade by using this new channel of communication to deliver the early detection message."

World Wide Web Page (http://www.pemedia.com/avon.html)

Avon has also created a presence on the Internet via a World Wide Web Page. The Crusade's home page includes facts about breast cancer in the United States, the 10 most frequently asked questions about breast cancer, phone numbers of breast cancer support groups nationwide, a glossary of terms, and background on Avon's Crusade and how to support Avon's fund-raising efforts.

Avon's Crusade: $10 Million Raised in Less Than Two Years

Avon's Breast Cancer Awareness Crusade has been working since October 1993 to educate women about breast health and to improve access to early detection services. Through sales of its Breast Cancer Awareness pin and key ring, the company's sales representatives have raised $10 million to fund more than 125 community programs across the U.S. What's more, representatives have distributed 32 million educational brochures in a woman-to-woman outreach effort, and are serving as volunteers for some community-based programs funded by Avon's Crusade.

Avon is the world's leading direct seller of beauty and related products, with $4.3 billion in annual revenues. Avon markets to women in 120 countries through 1.9 million independent Representatives. Avon product lines include such recognizable brands as Anew, Skin-So-Soft, Avon Color, Far Away, and Avon Style. Avon is the world's largest manufacturer of fashion jewelry, and markets an extensive line of gifts and collectibles. The company employs approximately 30,000 people worldwide.

CONTACT: Avon Products Inc.

Michele Manges Vana, 212/546-7313

or

PT & Co.

Barbara Cox or Ellen LaNicca, 212/229-0500