Avon plots Mark European rollout

Avon Cosmetics is planning to bring in agency support for a major marcoms campaign across Europe to promote the rollout of its Mark beauty and make-up range.

The company, the world's top direct seller of beauty products, sees Mark's European launch as a major plank in its efforts to appeal to younger customers. Avon is pinning its hopes on Mark, available in the US since 2003, to increase its sales among 18 to 24-year-olds.

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.

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