Avon Products, a direct seller of beauty and related products, has announced it is to retain Creative Artists Agency (CAA) to provide entertainment-based marketing strategies for the launch of its new beauty business 'mark'.
Designed as a "celebration of young women and the mark they are making in the world" mark's aim will be to provide young women with both a beauty and business opportunity - to buy and sell the makeup and ultimately become the CEO of their own direct-selling beauty business.
Launching in Autumn 2003, mark is said to consist of nearly 300 innovative, first-to-market and exclusive products in fun, modern packaging. A magazine/catalogue called 'meetmark' will be delivered to an initial target audience of ten million young women every four to six weeks, and will feature the mark products, up to the minute trends and lifestyle stories.
Avon adds that to maintain the social spirit of the brand, mark representatives and customers will be able to connect with each other 24 hours a day at its website or by phone.
CAA has been employed to use its marketing expertise and relationships in the entertainment industry to create brand-building opportunities for mark in film, television and music, as well as to create marketing alliances with entertainment properties, personalities and industry decision makers, says Avon.
Deborah I. Fine, president of Avon Future, the Avon business unit responsible for the new venture, commented: "With the breadth of their market intelligence, brand expertise and entertainment industry relationships, CAA understands the young market we aim to reach". She added that it had the insight to leverage the right entertainment properties to make direct and lasting connections with this new consumer.