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Avon’s Mark brand is breaking into skin care this spring, incorporating the foods that make up a balanced diet into its skin care regimen.
This story first appeared in the February 15, 2008 issue of WWD. Subscribe Today.
In an effort to simplify customers’ daily skin care routines, Mark wanted to create a line that targeted its consumers’ lifestyles.
“We’re targeting young women out of college and going into their first jobs. There are new pressures and responsibilities for them, and we saw an opportunity to address their needs in terms of skin care,” said Claudia Poccia, global president of Mark and strategic alliances. “New experiences create a whole new set of stresses that show on the skin. It’s not just about what you put into your body in terms of eating right, but what you put on your skin. This line is effective, easy to use and fits into her lifestyle.”
According to Poccia, the skin care assortment will round out and solidify the product portfolio. The tightly edited 10-item collection includes cleansers and moisturizers as well as Hook Up treatments. Launching in May through Mark sales representatives and online at meetmark.com, skin care items will range from $7 for cleansers to $15 for moisturizers.
With playful and clever names, the formulas are made from fruits and vegetables that contain high levels of vitamins and antioxidants. That’s Deep Purifying Gel Cleanser is made with sugar maple and black willow bark and is designed to remove dirt and oil, while See Things Clearly Brightening Moisturizer contains lotus flower and citrus to brighten the skin.
To integrate separate elements of the brand, Avon is taking its Hook Up collection — a customizable, portable range of mascaras, eyeliners, glosses, lipsticks and eye shadows — and incorporating it into skin care with items such as Light Bright lighten-and-depuff eye gel, Need a Shrink pore minimizer lotion and Get Clearance antiacne blemish treatment gel.
The company is using a cold water extraction technique to help the formulas maintain the potency and efficacy of antioxidants found in food.
“Most ingredients are extracted with harsh chemicals and hot water, which diminishes the potency and efficacy of the ingredients,” said Gail Boye, vice president of global product development for Mark. “The cold water technique is gentle, methodical and slow, allowing ingredients to remain potent and efficacious.”
The company has partnered with nutritionist Adria Rothfeld-Magenheim, who will act as a consultant and help educate consumers on how to lead healthy lifestyles. As part of this initiative, there will be a recipe booklet mirroring ingredients used in the line. Customers also will be able to interact with Rothfeld-Magenheim by sending questions to her through the Web site.
“We wanted to extend the message of our brand. It’s not just about skin, but a lifestyle,” said Lily DeStefano, executive director of global brand marketing at Mark.
The skin care launch will be supported by an online campaign, along with a sample distribution to more than a million consumers through online initiatives, a magalogue and representatives on college campuses.