NEW YORK — Just two weeks into her term as president of Avon's Mark brand, Claudia Poccia has implemented her first order of business, unofficially dubbed "the listening tour."
"Listening to learn is very important to lead in a meaningful way," said Poccia, during a meeting held Tuesday, on the eve of her first official event for Mark, the preview of the brand's spring product line.
The effort, which relies on meetings with the Mark team and conversations with representatives and their customers, is meant to ensure that all future initiatives keep the Mark consumer front of mind, explained Poccia.
Once fully entrenched in her new role, Poccia said she will begin to "turn up the volume" on Mark's marketing efforts and zero in on innovation to grow the two-year-old brand.
Prior to her appointment, Poccia served as senior vice president and general manager of Stila Cosmetics, owned by the Estée Lauder Cos., which last month announced plans to sell the makeup artist brand. Mark, tailored to women 18 to 24 years old, overlaps somewhat with Stila's positioning, but skews slightly younger.
Poccia said she finds the Mark consumer's dynamism energizing. "She's stylish, but she also cares about the world around her," said Poccia. "This is an age when she is defining who she is." Also new to the Mark team is Gail Boyé, vice president of product development.
Speaking at the launch event Wednesday, Avon's chief executive officer, Andrea Jung, referred to the evening as a homecoming party for Poccia, who had worked for the company in the Nineties as field director of marketing. Poccia's welcome was coupled with a presentation of the upcoming products for spring. Standout items include Face Xpert Flawless Touch Makeup, a foundation that has a sponge applicator built into its cap, and Dew Drenched Moisturlicious Lip Color, a balm-like formula designed to impart long-wearing color and shine. Face Xpert, available in eight shades within a yellow-based palette, is designed to adjust to the wearer's skin tone. It will launch in the February "magalogue" and sell for $8 each. Dew Drenched will be available in five shades this April for $6 each.
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