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NEW YORK — Avon’s Mark brand may have been without a president for the last five months, but the team Deborah Fine left in January has been readying a full slate of products for fall.
The lineup includes several new categories, such as hair care and spa — areas that Avon representatives had been requesting, noted Michelle McCabe, product development manager for Mark/Avon Future.
In August, Mark will introduce three hair care collections: Salon Straight, Mega Volume and Curl Goddess. Standout products include No-Iron Smoothing Fluid, a serum that mimics the results of a straightening iron, and Mega Volume Spray Gel, each for $5.
The spa collection — which has a hydrotherapy bent — leverages the name of Mark’s existing specialty bath assortment, Self Sanctuary. The first spa collection will launch in October and features a seawater theme. The assortment will include everything from the $5 Purifying Facial Mud foam cleaner to a dual-ended Pulse Point Fragrance Concentrate — with an algae aroma (bergamot and lemongrass) on one end and a mud (wood cedarwood) scent on the other for $10.
Prior to the spa collection’s entry, Mark will introduce an eau de toilette spray called Karmala. The fragrance, which is described as a “spiritual scent,” was developed by Robertet. It has top notes of “Sacred Tonic Accord,” cloverleaf (for good luck) and white cracked pepper; a heart of pink cassis, white heliotrope and Tahitian candole flower and a drydown of incense, white musk and Turkish myrrh. Karmala will be available in September for $20.
Mark will extend that mysticism and romanticism to its fall color cosmetics collection. Called Romantified, the assortment gives a modern spin to vintage looks. Compacts, which house semimatte lip colors, are based on an antique jewelry box Mark executives found at a flea market. Jewel-toned eye shades, with names such as Retro Peacock and Victorian Lace, and new shades of Hook Ups — Mark’s number-one seller — round out the collection.
Mark will pepper its fall assortment with a host of standout items, including Glamazing Lip and Cheek Rouge for $7 — shade names, such as Audrey and Ava, pay homage to former Hollywood starlets — and the $6 Comb Out Lash Lifting Mascara, Mark’s first full-sized mascara.
Mark kicked off a new ad campaign in March. The print ads and TV spots feature Mark’s tag line, “Makeup you can buy and sell,” and “goal models,” representatives basking in the glory of financial independence. The ads include quotes from reps, such as “Foundation furnished my apartment” and “Eye shadow expanded my shoe collection.”