NEW YORK — For Mark, it’s all about Hooking Up this fall.
While the Hook Up collection — a customizable, portable range of mascaras, eyeliners, glosses and eye shadows — is expanding to include new shades for eyes and lips, Mark, a division of Avon, is also launching two new lines, one featuring color products, the other packed with body offerings.
Since the Hook Up business was launched three years ago, it has sold over 4 million stockkeeping units, said Delphine Hibon, Mark’s general manager. Industry sources estimate that the new Hook Up assortment will contribute to 5 percent of Mark’s total business. Avon saw an opportunity to take this technology to the next level.
“Our customers have a need to individualize things,” said Claudia Poccia, president of Avon U.S. Beauty and global president of Mark. “They want to put a personal touch on products of their choice, and with these launches we are keeping true to the customizable concept.”
Mark has extended the existing Hook Up line to include 17 lip and eye shades packaged in a new slim twirl-up stick applicator; they will be available in August. They’ll be sold individually for $5 and are interchangeable with existing Hook Up products.
Gleamstick, a lipstick, is available in eight natural-toned colors (ranging from plum, brown to pink) that can be worn alone or layered with other lip products. The Sheenstick lip balm aims to moisturize lips and protect them, while leaving behind a tinted shine. Both lipstick and balm are lightly fragranced with a mint scent. Hook Up’s Winkstick eight-item eye shadow assortment with names such as Coy, Heart Felt and Glitzy is designed as a pearlized cream-to-powder eye shadow that has a shimmering effect.
“These products are great for layering,” said Gale Boye, vice president of product development at Mark. “You can get a full look in one-and-a-half Hook Ups.”
In September, Mark will launch the Bohista and Self Sanctuary Lemon Sugar assortments, each of which includes color and body items. Bohista takes on a bohemian theme but with a modern and polished look. The seven-item collection, ranging in price from $5 to $20, contains eye shadows, lip gloss, an eye smudger stick, an all-over powder glow, body lotion and an eau de toilette. The eye and lip quad contain mineral and earthy tones of brown, gold, wine and red.
Self Sanctuary Lemon Sugar’s four body products — a body wash, moisture milk, body butter and citrus fragrance — are composed of lemon peel, sugar and iris. The lemon assortment will include everything from a $5 shower wash to a $12 fragrance.
The company plans to run both print and online advertising campaigns. Print ads will break in the August issues of beauty magazines. Mark is also looking to expand its presence beyond traditional advertising through online initiatives as well as promotional events, such as partnering with a soon-to-be-named jeans company.
Over the last six months, the company reached out to its sales representatives to help them better communicate Mark’s message. Mark executives found reps wanted a tool to help them maximize their business. The result was a reformulated Sneak Peak, a monthly guide previewing Mark products six to eight weeks before they launch, with expert tips on using the products.
Mark also discovered that customers wanted more editorial content in their catalogues. This August, Avon will introduce “magalouges,” guest-edited by leading professionals in their respective fields, offering beauty advice and tips. Avon’s makeup artist Cynde Watson will be the featured expert in the debut issue, while writer Jean Godfrey-June will guest-edit September’s edition. The monthly issues will be sent out to six million people.
“Our brand is about making your mark on the world, and we’re helping young women make theirs. We want them to stay with us from high school to college through their first job,” said Poccia.