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Working with SMS and email marketing company Messagizer, Avon will send text messages to 40,000 girls who have opted in to receive information on pop music and beauty.

It will direct girls to a section of ColorTrend.co.uk where they can give a virtual make-over to girl band Atomic Kitten, the official faces of the make-up range.

Avon is putting £1 million into Color Trend through its backing of Atomic Kitten's current UK tour and a marketing campaign.

The SMS promotion will target users aged 13- to 19-years-old, and will allow Avon to track responses by directing users to a specific section of the site.

"This is the first SMS campaign Avon has done in the UK and is part of the integrated campaign for Color Trend and the sponsorship of the Atomic Kitten tour,

said a spokeswoman for ColorTrend.co.uk.

The promotion offers users the chance to buy the range of cosmetics online, with further links to the Avon site and the Atomic Kitten web site.

A competition on ColorTrend.co.uk currently offers users the chance to win an i-Mac, and includes music, soundbites from the band, latest gossip and tour information.

Designed by ArtLebedev, the launch of ColourTrend.co.uk follows Avon's overhaul of its web presence last summer, which included a relaunch of its UK site at uk.avon.com.