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In Brief: Avon and the goddess of wisdom

This article was originally published in The Rose Sheet

Executive Summary

Avon and the goddess of wisdom: Direct marketer and Hachette Filipacchi Magazines announce plans to publish Athena, a bimonthly women's magazine covering fashion, fitness, nutrition, career and lifestyle beginning in April, with Avon as the exclusive beauty advertiser. The publication will be open to all advertisers in non-competitive categories, such as packaged goods, travel or automotive, Avon said. The May/June issue will be available in the U.S. for a discounted price to Avon customers and representatives or through newsstands for $3.50. The companies will explore future global opportunities through Avon's sales rep network, Avon noted. The magazine is another step in the company's campaign to create a global brand identity and to expand consumer access to its products ("The Rose Sheet" Nov. 3, p. 5). Avon said the publication also will serve as a "unique beauty and lifestyle guide" for its sales reps. Former Elle Beauty Director Bayly Ledes will serve as editor in chief, and Guillaume Bruneau, previously creative director at Sportswear International, will be the art director...
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