Avon will launch the product in 19 countries in Europe, including central and eastern European states, next February and March. But it is yet to decide whether to hire a single PR agency to handle the entire undertaking, or various agencies.
Avon UK head of PR Natalie Deacon, who joined last year from Citigate Dewe Rogerson, said: 'We are putting together a shortlist to consider for the brand launch in 2007.'
She added: 'We'll be considering agencies with strong consumer credentials, preferably with a pedigree in beauty PR.'
Activity is likely to kick off in the final quarter of 2006.
Avon will also back the launch with an ad campaign, the brief for which – like the PR strategy – has yet to be finalised.