Avon bids to take a slice of male grooming with men’s catalogue

Cosmetics company Avon is to tap into the nascent male grooming market with the global launch of its first catalogue aimed at men.

The traditionally female- oriented company will launch the “M” brochure in the US next month and will roll the products out worldwide from next year, including the UK.

The catalogue will carry male-only grooming ranges such as Pro Sport and Pro Extreme, as well as a range of products including gadgets, watches and clothes. The products will also be available on the internet. Avon has sold male products since the Sixties, but this is the first time it has asked its sales force to sell the range in a dedicated catalogue.

Avon is the world’s largest direct seller of beauty and beauty-related goods, although so far has had little impact on the men’s market. The goods for sale in the catalogue will also include cosmetic products, such as eye creams and firming massage gels. A spokeswoman for Avon confirms the global launch, although she declines to comment on a date for the UK roll-out.

The make-up company launched a specific catalogue of products aimed at younger women and teenagers, called Mark, earlier this year (MW August 16, 2001). The company recently launched its first television advertising since the Sixties, featuring actress Tamzin Outhwaite, for its flagship lipstick, Avon Colour My Lip Miracle.

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