Mark will debut in the US in autumn 2003, with the Portland, Oregan, Nike advertising agency Wieden + Kennedy retained to launch the brand.
Avon hopes to target the 300m women in the 16- to 24-year-old age group in 30 of its leading markets who, the company claims, spend some $200bn (拢130bn) annually on consumer goods.
Mark will be sold through Avon's army of 500,000 Avon ladies in the US, as well as by a dedicated Mark sales force.
According to Deborah Fine, president of Avon Future, the unit responsible for the venture: "Through Avon's core direct selling channel alone, we have a powerful opportunity to recruit and sell within a group of up to 10.5m young women during our first year."
The brand will encompass several hundred cosmetics and related products, packed in a fun, modern way and affordably priced.
Avon plans to recruit a dedicated Mark sales force through an integrated marketing campaign targeting young women through colleges, high schools, shopping malls and other youth oriented venues. It will include television, print and radio advertising.
According to Fine: "Our vision for Mark is to provide young women with an engaging product line, a direct selling opportunity, and a unique brand experience that engages them in a world of community, participation and empowerment. 'Meet Mark' will be the invitation to both buyers and sellers into this new world of beauty."
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