Avon's youth brand 'mark' strikes deal with 'lifestyle' outlets

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Related tags: Marketing

mark, Avon's beauty business aimed at younger consumers, announced
four new strategic marketing alliances aimed at increasing the
scope of the business as a multi-faceted, lifestyle brand. mark has
struck deals with cinema chains, broadcaster MTV and a mobile
telephony company, according to the company.

Avon​ aims to reach both new and existing mark representatives with "incentives that resonate with their lifestyle"​ and to that end new alliances have been formed with Loews Cineplex, Nextel Communications, New Line Cinema, and MTV.

"The mark buyer and seller is probably the most intelligent and marketing- savvy consumer out there today,"​ says Deborah Fine, President of Avon Future, the business unit responsible for launching mark.

"Our dedication to seeking out high-level, symbiotic partnerships for this business reflects this understanding, and we are thrilled to have ground-breaking alliances that will take us into these new venues for her. Not only are these relationships extremely relevant to the mark representative as well as to the mark customer, it allows us to build a 360 degree lifestyle focus with mark that she cannot find in any other women's beauty brand today."

Avon said that mark was so named in celebration of young women making their 'mark' in the world. The meet mark magalog (magazine catalogue) is distributed to seven million young women each month, making it the largest print vehicle for young women in the US today, the company claimed. Avon stated that in 2004, mark expects to generate net sales of US$35 million (€29 m).

Related topics: Market Trends

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