Direct-selling cosmetics company Avon has signed a £125,000 deal with girl band Atomic Kitten as part of a £1m youth-oriented revamp of its Color Trend range of products.
The Color Trend brand, which was launched in 1997, will be endorsed by Atomic Kitten and will have new packaging and formulations.
There are no plans to launch any Atomic Kitten-branded Avon products, although the band will feature in Avon catalogues and brochures.
Avon UK vice-president of marketing Andrea Slater says: “We are very focused on the teen market and Atomic Kitten’s endorsement of Color Trend is part of the brand’s revamp.”
The tie-up with Atomic Kitten is in line with the company’s recent announcement of a new teenage business, to be launched in 2003 (MW August 16, 2001). Avon has also appointed Deborah Fine, former vice-president and publisher of CondÃ© Nast’s Glamour magazine in the US, as the president of the new business.
Slater adds that the Atomic Kitten deal with Color Trend is not part of the new business and that there are no immediate plans to appoint teenage girls as “Avon ladies”.