Avon is supporting its effort to break into the young female market by associating a new line of products with an NBC soap opera.
NBC Daytime and Avon Products Inc. yesterday announced a marketing alliance of the network's daytime drama “Passions” and Avon's new beauty business, mark.
Story-line integration and cross-promotional opportunities will be used to target the show's young female audience.
Character Jessica Bennett, played by Danica Stewart, is a recent high school graduate looking to earn money. She becomes the first mark representative in the small New England town of Harmony. She takes the job selling mark because it is a way to earn money and spend time with friends.
Mark products appear in the show as props to make it clear that mark is a beauty business. Three episodes of “Passions” will feature mark, coinciding with the launch of its ad campaign on NBC Daytime beginning Aug. 11.
“Passions” will be featured on the back cover of the third “meet mark” magalog that will be distributed to 13 million to 16 million young women. The tie-in with “Passions” will be featured in special areas at www.meetmark.com and www.nbc.com/passions starting Aug. 11.
Mark is made up of 300 products that include makeup, skin care, fragrance and accessories, including jewelry and bags. Debuting this month, the line will be sold exclusively through new mark representatives; the mark Web site, www.meetmark.com; and Avon representatives.