Avon to launch Mark line in UK

Marketing 14-Jul-04

Avon is planning to introduce its Mark beauty brand into the UK on the back of massive demand in the US since its launch last summer.

The brand comprises more than 300 products, including cosmetics and jewellery. It has been developed to attract younger consumers and has already achieved sales of more than $35m (£19m). The range will be in the UK by 2006.

In the US, Mark beauty products have been priced higher than Avon's core product line, on a par with mass competitors such as L'Oreal and Procter & Gamble.

It has also signed marketing alliances with the New Line Cinema and MTV to promote and market Mark.