Avon has a pretty impressive hair care line, Advanced Techniques—and now its baby sister, mark, is stepping up to the plate. Next month, the brand will launch a five-piece hair care collection composed of styling products for straight and curly textures. They will replace the company’s existing hair care items, says Gail Boye, VP of mark product development: “We upgraded the packaging and formulas, infusing them with exotic oils and super nutrients.”
Each of the hairsprays, gels, creams, and salves contain different oil and nutrient pairings—think jojoba oil and goji berry, baobab oil and sea buckthorn, etc.—and Boye is proud of this element. “I wanted to have ingredients that are recognizable, readable, and pronounceable,” she says. “There’s a huge slug of natural, effective ingredients.”
The hero product is the Double Do Shape and Gloss Kit, a compact that contains both a smoothing butter and texturizing wax. And, if the packaging looks familiar, there’s a reason: it’s mark’s Flip For It makeup compact, only with hair-centric contents. “It made more sense to put the butter and wax in a compact instead of two separate jars,” says Boye, who got the idea for the flip-square after catching an episode of Sesame Street. “It was the day of the square and, after seeing this square moving across the TV screen, I thought it would be cool to incorporate the shape in a compact,” she recalls.
Look for the Double Do Shape and Gloss Kit on meetmark.com June 1—just in time for crafting photo-ready beach waves. “I do a lot of beach shoots and this is the main product I’ve been using,” says editorial hairstylist Angie Barton, who worked with Boye to help create the mark line. “I’ve had a sample for about six months, and found that the wax is especially great for fighting against humidity and giving a piece-y, flyaway-free hairstyle. I just dip my finger into it, warm it between my palms, and apply it to the hair for body and texture.”
Depending on the success of the collection, Boye says there may be future additions. “This launch is quite small—it’s only five products—but that doesn’t mean we won’t have line extensions,” she says, adding, “Avon, our mother company, has such great [hair] technologies, there’s no reason not to tap into them as long as we can make them mark-ized. It’s definitely something we’re interested in, moving forward.”