FOREVER YOUNG: Mark, the Avon-owned tween beauty company, celebrated its 10th birthday Monday night at the Trump SoHo in New York. The party, which was DJed by Chelsea Leyland, and featured R&B singer Elle Varner singing “Happy Birthday” to the beauty brand, was clearly targeting the Millennial generation. “The power of the young generation, the power of our fans, it’s amazing,” said Mark’s brand ambassador and “Pretty Little Liars” actress Lucy Hale. When asked to reveal the identity of her hit show’s mysterious villain, “A,” the actress admitted, “Dude, I don’t know. And we probably won’t know a couple seasons from now.” Despite a palpable youth-centric energy at the event, the party was also meant to mark the evolution of the Mark brand.

“Over the last 10 years we like to say that essentially Mark has grown up,” said Meg Lerner, global president of Mark. “It definitely still serves a purpose of bringing a direct selling environment, which is really the mantra and the mission when the brand was first set up. The DNA and the brand and what it stands for, that remains consistent. How we execute and bring about that, that’s the thing that has really evolved, and we want to make sure women are empowered.”

This story first appeared in the August 16, 2013 issue of WWD. Subscribe Today.

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