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Avon makes youthful mark.

Avon calls on creative packaging with a touch of whimsy to drawyouthful-minded consumers to its new 250-item ‘mark.’ line.

These aren't your mom's cosmetics: mark. products ring up sales from 'daughters of Avon ' using packaging that's clear and comp
These aren't your mom's cosmetics: mark. products ring up sales from \"daughters of Avon\" using packaging that's clear and comp

Packaging is helping 117-year-old Avon Products reach young women, whom the company calls the “daughters of Avon.” Avon launched the 250-plus-item “mark.” line last August. With annual sales of nearly $6 billion, New York-based Avon is the largest direct-selling company in the world.

“This is a major launch in a tight time frame,” says vice-president of product development Tina Leeds. The products cover a range of categories, including accessories, skin care, bath and body, and fragrances. Pricing for the line ranges from $3 to $25 per unit.

These aren’t your mom’s cosmetics, and Avon called on packaging to play a key role, especially in the cosmetics arena, where cookie cutter doesn’t cut it.

“Packaging plays a very significant role,” says Leeds. “First and foremost, it shows off the product. It’s very inviting for women to look at these packages, to want the product, and to feel that the package is something special and unique. The packages feel great and fit very nicely in the hand or a jean pocket. They are compact, clear, modern, and fun—the products have a whimsical attitude and they are pretty.”

The graphics design was handled by Berard & Associates. Although every product is unique even within product lines, several major packaging themes cross the varied products to help hold the mark. concept together, according to Leeds.

Two of the most prominent are “compact” and “clear.” The latter is achieved through a prominent use of transparent polymers, especially styrene-acrylonitrile, which permits product visibility through the primary package.

“SAN packages are very modern looking, and the material also has a nice feel in the hands,” observes Leeds.

Personalization—allowing consumers to adapt the product to their own preferences—is another key attribute reflected in the packaging.

Three packages in particular exemplify all these concepts: Glass Slicker, Hook Ups, and Coffee Bar.

A Cinderella story

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