mark

mark. was launched in 2003 by Avon as a younger sub-brand aimed at women in their late teens and twenties, with cosmetics, skincare and fragrance sold through a peer-to-peer representative model adapted from Avon's main business. The brand framed itself around "social beauty" — a marketing position that treated cosmetics as something shared, gifted and recommended within friend groups rather than handed down from authority. The fragrance catalogue ran to fruity-florals and clean musks priced for accessibility, with lifestyle-led names and bright graphic packaging. Lucy Hale fronted the line during a 2017 relaunch as mark. by Avon. The brand was discontinued in 2019. mark. is best understood as a period document of early-2000s mall-and-mailer beauty, more interesting now as cultural archaeology than as a current fragrance reference.