A Day at the Spa

Avon knew it was time for the most personal of makeovers. In business for more than a century, the company seemed fusty and passe, a bunch of pesky ladies in sensible shoes pulling samples out of Tupperware. But when Avon decided to present a new face last fall, it didn't seize on snappy slogans or supermodel spokeswomen. Instead, it opened a day spa.

Now on New York City's Fifth Avenue not far from Tiffany's gems sits a different kind of jewel box: a 20,000-sq.-ft. pleasure palace awash in cool shades of celery and dove and replete with overstuffed furniture and antiques....