Avon targets young women by creating UK magazine brand

The direct selling cosmetics giant Avon is continuing its bid to attract younger women with the launch of its first magazine brand.

The US-owned company, which built its customer base through the 60s' "Avon Calling campaign, has appointed the Associated Newspapers-owned customer publishing operation, Cube, to produce the title, which launches in an initial one-off issue at the end of June.

The 32-page magazine, titled The Spirit of Summer, will be distributed through Safeway stores and also be packaged alongside the traditional Avon brochure.

The idea for a UK-based Avon magazine was first mooted in 2000, when the company launched a quarterly title, A, in the US. The re-emergence of the concept comes as Avon pursues a global drive for teenage customers.

The company has signed the pop band Atomic Kitten to promote its Color Trend range in the UK in January this year, and has pursued a worldwide emphasis on SMS and e-marketing campaigns.

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