NEW YORK, Mar 30, 2003 /FW/ — Ding Dong! If the young woman knocking at your door is a teen-ager or young adult, don’t be surprised. Avon, the world’s leading direct seller of beauty and related products is finally tapping in the booming youth market.
Last Friday, at a meeting with investors, Avon announced that “mark.”, its new business for reaching young women, will launch in August 2003 with direct selling earnings opportunity created especially for women ages 16-24.
The name “mark.” reflects the brand’s positioning of celebrating young women who are making their mark in the world, according to Deborah I. Fine, president of Avon Future, the business unit responsible for the new venture.
The fully separate “mark.” product line is designed to have a hip, modern appeal and will number several hundred stock keeping units (SKUs) encompassing color, skincare, bath and body, fragrance, fashion jewelry and accessories.
“mark.” beauty products will be priced somewhat higher than Avon’s core product line and on par with those of mass retail competitors.
The products will be sold through a large-format “magalog” featuring both products and editorial material of interest to young women.
“mark.” expects to publish some 16 million magalogs for every six-week sales campaign, making it the largest print vehicle for reaching this demographic.
Called “meet mark.”, the magalog will be designed to reflect the spirited and goal-oriented attitude of the brand.
The “mark.” brand will launch first in the U.S. and expand to global markets beginning in the second half of 2004 as part of its business strategies for increasing sales growth and attracting future generations of new customers and sales representatives to Avaon.
Avon said it expects “mark.” to generate $100 million in sales in the U.S. in 2004, the brand’s first full year of operation.
With the launch of “mark.”, Avon also launches a new direct selling model. For the first time, the company will recruit young women from age 16, and there will be representatives dedicated sole to the new brand.
Avon will also leverage the power of online training. The new “mark.” representatives will receive their training via the internet at mark.com website to learn the skills needed to manage their “mark.” business.
Representatives can take up to ten training modules relating to all phases of managing an entrepreneurial direct selling business.
Moreover, Representatives who complete all ten modules can qualify for college credit through the University of Phoenix, the nation’s premier provider of online education programs and training.