Avon Makes Its Mark On Men With Fragrance Entry

The introduction of Avon's mark.blu eau de parfum cologne spray represents the first men's product to launch under the company's teen-targeted markbrand, according to the direct-seller.

The fragrance, which will launch in November, is estimated to garner $1 mil.-$2 mil. in first-year sales, according to industry sources.

Mark.blu is primarily positioned as a fragrance for female customers to buy for the men in their lives, but also has the potential to have unisex appeal, having "tested very well with both men and women alike," according to the company.

Through online forums and sales representative panels "women were telling us that they really wanted mark to create something they could give to the man in their life, which is what told us it was the right time to move into the men's market with the launch of mark's first men's fragrance," Avon added.

The fragrance bottle features a personalization opportunity that is the first of its kind, according to the company. The scent is housed in a vibrant blue, rectangular bottle with mark.blu in white across the bottom, and is packaged with a white pencil that can be used to write personalized messages across the bottle.

Outer packaging is reminiscent of the bottle's shape and bright blue color and features a message written across the front encouraging consumers to make their mark on the world.

The cologne spray is formulated with top notes of crushed citrus leaves, lush greens, lavender and bergamot combined with middle notes of black pepper, white cardamom, nutmeg and coriander seed. The drydown comprises mahogany wood, vetiver, sandalwood, amber and musk accords.

Mark.blu will retail for $18.50 for 1.7 oz. The fragrance will be available through the mark "magalog" and Web site, as well as via Avon reps.

The cologne will join existing scents sold under mark, including Garden Blu eau de parfum, Self Sanctuary scent mist and Hollywood Pink fragrance mist.

Avon has recently enhanced its men's business, announcing plans to launch a full line of men's grooming products in October to be sold through a specialized catalog for men, called M - The Men's Catalog ("¹ (Also see "Avon Grooming Range Debuts Through Premier Men’s Catalog" - HBW Insight, 26 Apr, 2004.), p. 10).

Additionally, Avon is expanding the mark women's fragrance portfolio this fall with Wonderfleur , a "delicate, light-as-air" scent comprising fruity and floral accords of exotic mango, pear, dewy greens, fresh petals and patchouli.

Wonderfleur will be available in October in an eau de parfum spray and a scented hair and body mist that neutralizes smoke and odors and leaves a light shimmer, Avon claims.

Ancillary products include shimmery body lotion, scented powder and a scented powder wand. Wonderfleur products will retail from $5 for the scented powder wand to $25 for a 1 oz. edp spray.

Avon also will unveil a new mark color collection in October featuring vibrant shades for fall, the firm said.

The range includes Blushpaint Cheek Color Hook Up, a liquid-to-powder color wash for cheeks that "harmonizes with your own skin tone for a cheek hue that is subtle yet radiant," according to Avon. Blushpaint will be available in Delighted, Excited, Tickled and Amused shades, and will retail for $5.

KissInk Lip Tintmarker ($6) features a "magic marker" applicator and offers a long-wearing lip stain that lasts up to 8 hours, Avon said. The lip color will be available in five shades - Pink Tease, Red Siren, Berry Bitten, Pink Kiss and Foxy Brown.

Crystal Aura Pout Potion lip gloss is an iridescent glaze with liquid crystals that adjust based on the wearer's lip temperature, the firm claims. The gloss will be available in four shades, including Nirvana, Karma, Chakra and Mantra, and will retail for $7.50.

Lazy Faves Rapid Action Moisture Pads ($7) round out the fall collection and offer "the ultimate in skincare on the go," according to Avon. Formulated with vitamin C and lily extract, the moisture-infused pads replenish and hydrate the skin, according to Avon.