Series Character Jessica Bennett (Danica Stewart) Becomes a ‘mark’ Representative in Groundbreaking Storyline Integration
NBC Daytime and Avon Products, Inc (NYSE: AVP) announced a strategic marketing alliance with the network’s hit daytime drama “Passions” (Mondays-Fridays, 2-3 p.m. ET) and Avon’s new beauty business ‘mark’(tm), celebrating the mark young women are making in the world --targeting “Passions” young female audience that will result in storyline integration and cross-promotional opportunities.
Avon's new business -- ‘mark’ -- will provide young women with an unprecedented beauty and business opportunity to buy and sell the makeup they love. On "Passions," founding character Jessica Bennett (played by Danica Stewart) is a recent high school graduate looking to earn money who becomes the first ‘mark’ representative in the small New England town of Harmony. She decides to take the job selling mark because it offers a unique alternative to traditional employment in the retail industry -- and also becomes a way to simultaneously earn money and spend time with her friends.
The partnership with ‘mark’(tm) is groundbreaking in the way the storyline of “Passions” was altered to explain ‘mark’'s multi-layered business proposition. The character of Jessica introduces the benefits of becoming a ‘mark’ representative. Some ‘mark’ products appear in the show as props to make it clear for the audience that ‘mark’ is a beauty business. Three episodes of “Passions” will feature ‘mark,’ coinciding with the ‘mark’ launch advertising campaign airing on NBC Daytime beginning August 11, 2003.
To extend the spirit of partnership and integration, Passions will be featured on the back cover of the third “meet mark” magalog, ‘mark’’s portable retail environment (a magazine and catalog) which will be distributed to 13-16 million young women, making the “meet mark” magalog the largest print vehicle in the U.S. today. In addition, mark representatives and consumers will be introduced to ‘mark’’s involvement in “Passions” when they log on to special areas at www.meetmark.com and www.nbc.com/passions beginning Monday.
“This is the beginning of a beautiful friendship, and I’m hopeful that Avon and ‘mark’ representatives will become ‘goodwill ambassadors’ for Passions as a result of this partnership” says Sheraton Kalouria, Senior Vice President, NBC Daytime Programs.
“We are thrilled to partner with NBC and Passions on this unique opportunity,” says Deborah I. Fine, president of Avon Future, the Avon business unit responsible for the new venture. “We look forward to watching the role of this young woman develop, and watching how her life will change and grow with the opportunity that selling mark can provide.”
‘Mark’ is the new beauty business celebrating the mark young women are making in the world. Fun and fresh, sexy and witty, ‘mark’ captures the outlook and attitude of today’s young women and will provide 17 million young women with an opportunity to buy and sell makeup they love -- and ultimately, to become the CEO of their own beauty business.
In addition, ‘mark’ consists of nearly 300 diverse, first-to-market and exclusive products: a stylish mix of must-have makeup; fun, effective skin care; a one-of-a-kind fragrance where fantasy and nature bloom; and a trend-setting array of desired accessories, including jewelry and bags by young, up-and-coming designers. Inspired and developed with modern young women in mind, mark reflects their needs and desires—to make their own mark in the world. The ‘mark’ collection of on-trend and innovative products lets young women express themselves with their own beauty mark.
‘Mark,’ in celebration of young women and the mark they are making in the world, is the new beauty experience from Avon. Debuting in August 2003, the line will be sold exclusively through new mark representatives, the ‘mark’ website, www.meetmark.com, and the 600,000 current Avon Representatives. Consumers can also call 1-800-meetmark for further information. ‘Mark’ - make money, make friends, make a difference with the makeup a young woman can buy and sell.
Based on the rich history and mystery of the harbor community of Harmony, "Passions" explores the lives, loves and losses of four core families: the Cranes, the Lopez-Fitzgeralds, the Bennetts and the Russells, each of whom have their own distinct and diverse personalities. “Passions” is further distinguished by its 300-year-old witch, Tabitha Lenox (Juliet Mills). Passions is the #1-rated soap opera among women 12-24, and #2 (behind NBC’s Days of our Lives) among women 18-34.
Passions is the creation of celebrated daytime drama scribe, James E. Reilly, who is considered by many industry insiders to be one of the most innovative and prolific writers of the genre. Reilly has created some of the most talked-about storytelling in daytime drama, including characters who are buried alive, or possessed, as well as daytime's first-ever multiple character on NBC's "Days of Our Lives."
Passions is produced by NBC Studios in association Outpost Farms Productions, Inc. and is taped in Studio City, California. Lisa de Cazotte is the executive producer.
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