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beauty-features

Beauty Beat: Avon's Mark Adds Sparks...

Avon's Mark beauty brand has signed singer Jordin Sparks, the winner of Fox's "American Idol" last year, as the brand's sales representatives' spokeswoman, a first for the teen-oriented brand.

Jordin Sparks

Jordin Sparks

Photo By WWD Staff

Avon's Mark beauty brand has signed singer Jordin Sparks, the winner of Fox's "American Idol" last year, as the brand's sales representatives' spokeswoman, a first for the teen-oriented brand.

Sparks represents the Mark brand's second celebrity partnership — Avon also signed Lauren Conrad of MTV's "The Hills" as Mark's spokeswoman last year.

Avon wanted to find someone who could act as an inspirational role model for the representatives, and one who also had experience selling the brand, according to Claudia Poccia, global president of Mark and strategic alliances. The company sees this initiative as an important investment in building Mark's brand equity, she added, in addition to attracting sales representatives to both the Mark and Avon brands.

There are more than 450,000 Mark and Avon sales representatives, Poccia noted.

"Jordin's accomplishments and drive make her a role model for us, since she's a young woman who started off as a rep and pursued her dream to become the youngest singer to ever win 'American Idol,'" said Poccia. "She will help motivate our girls to make their 'mark' in the world."

While Conrad will continue her role as spokeswoman for Mark's beauty and fashion initiatives, Sparks will act as "chief inspirational officer" in her new role. Sparks will appear in a nationwide representative advertising campaign targeting college campuses, which will include print and online ads. In addition, she will be featured in the brand's "magalogue," reaching more than six million consumers monthly.

Sparks was first introduced to Avon's Mark brand through her mother. Together, they signed up as sales representatives when the brand was first launched in 2003.

"My mom heard about it and thought it would be a great way to spend time together and earn a little extra money, while having fun," said Sparks.

Sparks, who admits to being a beauty junkie with enough products to open a store, said her favorite items in the Mark collection are the brand's modular Hook-Ups, which carry lip gloss, lipstick, eye shadow or mascara.

According to Poccia, Sparks will be involved in interacting with representatives firsthand through training sessions and online.
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