Avon signs up girl band Atomic Kitten

by Jennifer Whitehead,, Brand Republic 30-Jan-02, 14:00

LONDON - Avon is refusing to give details of a deal it has signed with the pop group Atomic Kitten to front its latest advertising campaign, but it is thought the girl band will be linked with Avon's much-talked-of move into the teen market.

Last year, it was revealed Avon was planning to target the teenage market with a new range of products. It hired Deborah Fine, a publisher at Glamour magazine, to head the division, based in the US but with a global remit.

The cosmetics company is reported to have paid the group £250,000 to represent the brand, after Avon announced Atomic Kitten would be appearing at a photocall on Monday February 4.

Unlike the more upmarket cosmetic companies, Avon, famous for its door-to-door selling methods, has not had a heavy celebrity focus with its marketing.

Reports say that Avon is looking to give the brand a makeover. Atomic Kitten, featuring the three singers Natasha Hamilton, Jenny Frost and Liz McLarnon, would allow Avon to reach a younger audience.

Avon also recruited a new president of global marketing at the beginning of the year in William Susetka. He joined from Clairol, where he headed the US consumer business.

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