NEW YORK — Just weeks shy of its first birthday, Avon’s Mark brand is out to prove it’s more about attitude than age. Despite its youth, Mark, which targets teens and twentysomethings, aims to grow its 2003 net sales of $17 million with a handful of new offerings for fall.
The brand, peddled by an army of 20,000 young Mark representatives, is on track to reach its 2004 sales goal of $40 million, said Deborah Fine, president of Avon Future, the youth-focused division that introduced Mark.
Standout products for fall include a lip gloss called Crystal Aura Pout Potion and moisturizing pads called Lazy Faves Rapid Action Moisture Pads. Crystal Aura lip gloss is formulated for an iridescent glaze effect on lips and acts as a mood lipstick that changes hue with the wearer’s lip temperature. The gloss, which will retail for $7.50, will be available in spiritual-sounding shades such as Nirvana, Karma, Chakra and Mantra.
Lazy Faves, moisturizer-infused pads that contain vitamin C and lily extract, will sell for $7 and cater to overscheduled teens. Avon hopes to expand the Action Moisture Pads concept to additional products, such as cleansers, and create a stackable unit of skin care products, said Fine.
Other newcomers to the Mark line include Blushpaint Cheek Color Hook Up, a liquid-to-blush wash of color for cheeks in teen-appropriate shade names such as Excited, Tickled and Amused. The washes will be available this fall for $5. KissInk Lip Tintmarker, a long-lasting water-based liquid gel housed in what looks like a Magic Marker pen, is available in five shades and will sell for $6.
Mark will follow last year’s launch of its Garden Blu fragrance, which featured a “magical blue rose” image on its bottle, with the introduction of Wonderfleur, a new fragrance line that showcases a pink dandelion image.
The fragrance’s fresh scent features mango, pear and fresh greens and petals. Items in the Wonderfleur collection include Wonderfleur Eau De Parfum Spray for $25, a Scented Hair and Body Mist for $10, a Shimmery Body Lotion for $10, a Scented Power for $10 and a Scented Powder Wand shaped like a pink dandelion for $5.
This story first appeared in the July 23, 2004 issue of WWD. Subscribe Today.
The addition of Mark’s fall offering pushes the year-old brand’s stockkeeping-unit count to 400.
— Molly Prior