Avon taps CAA to launch new Mark line

LOS ANGELES: Avon has hired talent agency Creative Artists Agency (CAA) to craft entertainment marketing opportunities for its new brand, Mark.

LOS ANGELES: Avon has hired talent agency Creative Artists Agency (CAA) to craft entertainment marketing opportunities for its new brand, Mark.

Mark is a new line of cosmetics and beauty products aimed at younger women, and functions on the traditional Avon model, allowing women to buy and sell the products and create "direct-selling" businesses.

The line will launch next fall, promoted through a "magalog" called meetmark that will be mailed to 10 million young women every four to six weeks.

CAA is charged with creating brand-building opportunities for the new line across music, TV, and film. CAA will also create alliances with entertainment properties and personalities.

"CAA understands the young market we aim to reach," said Deborah Fine, president of Avon Future, the unit responsible for Mark, "and has an incredible insight in leveraging the right entertainment properties to make direct and lasting connections with this new consumer."

CAA represents other corporate clients, including Coca-Cola, Hasbro, and Nextel.

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