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CAA to help Avon target young women

Reps look to build new brand; 'magalog' bows

HOLLYWOOD — There’s a pink Cadillac parked at CAA.

Avon Products has retained Creative Artists Agency to provide entertainment-based marketing strategies for the launch of “mark” a new beauty retail business that targets “young women and the mark they are making in the world,” according to a corporate description.

Tenpercentery is being hired to leverage its marketing expertise and relationships in the entertainment industry to create brand-building opportunities for the mark moniker in film, television and music, and to create alliances with entertainment properties, personalities and industry decision makers.

Launching in this fall, Avon’s mark line consists of nearly 300 first-to-market and exclusive products in youth-oriented packaging.

‘Magalog’ moving

Already set to debut is a specialty “magalog” (part magazine, part catalogue) called “meetmark” that will be delivered to an initial target audience of 10 million young women every month. It will feature the mark products, trends and inspirational lifestyle stories.

Representatives and marked customers will also be able to connect with each other 24 hours a day via Web site or toll free dedicated phone lines.

“With the breadth of their market intelligence, brand expertise and entertainment industry relationships, CAA understands the young market we aim to reach, and has an incredible insight in leveraging the right entertainment properties to make direct and lasting connections with this new consumer,” said Deborah I. Fine, prexy of Avon Future, the Avon business unit responsible for the new venture.

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