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Avon's Male Call

Avon representatives also will call on the man of the house starting this fall when, for the first time in its 118-year history, Avon will publish a men's catalog.

Called M — The Men's Catalog, the first issue will feature Chad Pennington, quarterback of the New York Jets, on the cover. It will be available in October and is to be distributed quarterly. Seven million copies of the first 16-page book will be printed, with copies to be used by Avon's 600,000 sales representatives.

Avon has a substantial men's business with gift items that are marketed to women buying for the men in their lives, said Amanda Webb, the company's marketing manager for U.S. fragrance.

“We're launching The Men's Catalog as an incremental business to our current men's products,” she said.

The catalog will include several new grooming lines from the company while also providing exposure for its existing men's products. Avon hopes to broaden its consumer base with the book by appealing directly to men.

Products in the catalog will include two new skin-care brands. Pro Sport Daily Performance will consist of a 5-ounce Invigorating Face Wash for $4.99, a 1.7-ounce Active Face Moisturizer for $5.99, a 3.4-ounce Soothing After Shave Balm for $5.99, an 8-ounce Refreshing Body Wash for $4.99 and a 1.7-ounce Roll-on Antiperspirant Deodorant for 99 cents.

The second brand is the higher-priced Pro Extreme Maximum Performance, which is a treatment-oriented anti-aging line. It will include a 5-ounce Deep Cleansing Face Wash for $8, a 1.7-ounce Energizing Face Moisturizer for $15, a 0.5-ounce Advanced Eye Cream for $10 and a 6.7-ounce AbFirm for $12.

In the fragrance category, Pro Sport Eau de Toilette Spray will be available for $12.99.

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