Word: avon
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Kathryn Prickett, 18, a freshman at New York University, knows how seductive makeup can be. So when she saw an ad on MTV in August announcing Mark, Avon's new brand of cosmetics, she signed on as one of the line's reps. "I love makeup, and I thought it would be really neat to make money with it," she said on a recent afternoon as she geared up to be host of her first Mark party in her dorm room. The get-together drew half a dozen other female students who dabbed on samples of lipsticks, blushes...
Dingdong. Avon, the world's largest direct seller of beauty products, is calling on teens like Prickett to peddle Mark, a new line targeted at women ages 16 to 24. Remarkably, it's the first time in Avon's 117-year history that the $6 billion company has launched a major youth movement. Until now, the cosmetics giant's core customer has been 35 or older. "We want to capture a younger customer, bring in new reps and create a new global youth brand," says Deborah I. Fine, president of Avon Future, the division that's launching Mark...
...brand catches on, it will do more than powder Avon's nose. According to the company, 17 million young women in the U.S. spend at least $75 billion a year on beauty and fashion. Avon hopes the new line, which goes global in 2005, will ring up $100 million in sales in its first year. So far more than 16,000 reps have distributed 25 million Mark catalogs, which featured MTV VJs and the pop singer Jewel on the first two covers...
...money and up-front time handpicking these people based on peer-to-peer recruitment. It's a very different methodology from the way that most people gather bodies. We kind of modeled it after an MLM [multilevel marketing plan]--like an Herbalife or a Mary Kay or an Avon." The Look-Look kids--they're known as "field correspondents"--wander the cultural landscape with digital cameras (provided by Look-Look), uploading images from parties and concerts and sporting events for the Look-Look employees--sorry, "youth-information specialists"--to pore over. (Look-Look defines kids as ages...
...think of us as an old telegraph company and don't really recognize how connected we are to the populations of the world." Appointed president in May 2002, Gold, a Montreal native, is working to update the company's image, which was one of her specialties when she ran Avon Products' North America division. Gold for several years served as CEO of the Dallas-based Excel Communications, which uses Avon-style direct-selling methods to market long distance, wireless and other phone services. Since she arrived at Western Union, she has focused on giving the brand a unified look...