Avon Teen Business Initiative Slated For 2003 Will Be Headed By Fine

Development of an Avon teen-targeted direct-selling business - slated to launch by 2003 - will be led by former Glamour VP and Publisher Deborah Fine, the company announced Aug. 10.

Avon's entry into the teen market will be a global operation focused on the "needs and interests of teenage girls," the company said. The teen business will feature a new product line that will be sold through direct sales channels, including a teen catalog and the Internet.

The effort is part of company's strategy to extend the Avon brand into "new customer segments, new distribution channels and new product categories," the direct-seller noted.

"Most of our product line is purchased by women for their families," Avon said, noting the company's target audience is typically 35 and older. "We are looking to capitalize on the teen market. We know this is a very substantial area for growth," the firm asserted.

Avon expects to hire a teen sales force to sell the new line. Such an approach will provide extra earnings opportunities to teens, the firm stated, adding teenagers also have a "natural affinity for relationship marketing."

Fine will join Avon to develop, define and lead the initiative effective Sept. 15. The exec will report directly to CEO Andrea Jung.

Fine has served as VP and publisher of Glamour magazine from 1999 to April 2001, and has worked in various senior executive positions at Conde Nast Publications since 1994. Prior to her appointment to oversee Glamour, Fine was publisher of Bride's magazine and associate publisher and advertising director for Glamour.

Fine has "an acute understanding of how to reach women," Avon said, adding she is an experienced brand builder and profit-oriented executive.

Although Avon markets a beauty line targeted to teens called Color Trend, the new business will be the company's first effort solely aimed at the youth market.