There’s a new dawn breaking at Mark. Avon Products Inc.’s playful beauty and fashion brand for young women has signed “Twilight” starlet Ashley Greene as the Mark brand ambassador.
Greene, who plays Alice Cullen in the “Twilight” films, replaces reality-TV-star-turned-designer Lauren Conrad as the face of the brand, as her contract is set to expire.
This story first appeared in the June 4, 2010 issue of WWD. Subscribe Today.
“Ashley has a natural beauty, but I love that she experiments with fashion,” said Claudia Poccia, global president, Mark. “She mixes it up and makes it her own.” In recent years, Greene, 23, has become a red-carpet stunner, and this season she graces the cover of several glossies, including this month’s Seventeen magazine and the upcoming issue of Women’s Health.
Greene’s career success and support of charitable causes also piqued Mark’s interest. “We have this mission of celebrating young women making their mark on the world,” Poccia said. “Ashley has set goals for herself and is achieving those goals.”
Greene said she first became acquainted with Mark after rifling through a gift bag she received at an event.
“Initially, I was drawn to Mark because of the products,” Greene told WWD. “But what really sealed the deal was its empowering message to young women, which is something I relate to.”
Greene — who is involved in the DonateMyDress.org campaign — nodded to Mark’s efforts to support causes that affect young women, including its strides to stamp out dating violence.
Greene said she’s in the midst of “exploring all the [Mark] products” and gravitates toward items that travel easily, naming Save the Day Anti-Acne Concealer Stick and Light Bright Lighten & Depuff Eye Gel (which can be combined onto one stick) and Glossblossom Ripening Lip Tint. She favors a more natural look and has begun to take a “more proactive approach” to skin care. “I wear sunscreen every day and under-eye cream.”
With Greene’s work schedule, eye cream may be the key to looking bright-eyed and rested. She’s slated to appear in five to six films through 2011, including the June 30 release of “The Twilight Saga: Eclipse” and the indie film “Skateland,” and in 2011 “Butter,” a Weinstein Co. ensemble comedy, “The Twilight Saga: Breaking Dawn” and the lead role in Warner Bros.’ “The Apparition.”
Mark tapped fashion photographer Patrick Demarchelier to shoot the ad campaign featuring Greene. Print ads will begin to appear this fall. Greene will appear in Mark’s magalog, its product brochure used by the brand’s sales representatives, in early 2011. Referring to representatives’ view on their new brand ambassador, Poccia said, “She’s a young woman they can look up to.”