Avon Products, Inc. has announced a new collaboration -- with iconic fashion designer Kenzo Takada on a new fragrance, Avon Life Colour.
Launching in October, Avon Life Colour builds on the success of the first fragrance Avon created with the acclaimed designer, which was introduced in 2016: Avon Life. Avon Life broke the company's sales records by recording the highest ever sales for a fragrance in the first quarter after its launch.
As the third largest player in the fragrance markets of its top 15 countries, Avon says it is increasing the power of its fragrance portfolio with this new launch. The company is backing the fragrance with extensive marketing, including advertising, innovative digital engagement and an activation with Kenzo Takada during Paris Fashion Week.
Jonathan Myers, executive vice president and COO at Avon, says, "We're incredibly excited about the potential of this new fragrance and the opportunities that it will bring to Avon and our Representatives around the world. With marketing activation across 50+ markets, this collaboration will be one of the Avon's biggest launches of the next 12 months."
Myers continues, "We know that our global network of nearly six million beauty entrepreneurs will love, share and be eager to sell this exciting new fragrance. Importantly, this launch reinforces our fast-beauty strategy and furthers our commitment to democratise beauty: making sure our customers all over the world have access to the latest beauty trends, innovations and designer equity – quality products at accessible prices."
It's giving everyone access to great quality, on-trend products that endeared Kenzo Takada to Avon. He said, "It's not easy to find good partners like Avon. This company is wonderful, full of great young talent, dealing with a business in a complex and competitive environment, looking to offer great products at an affordable price, such as the case with Avon Life Colour. It follows what I initially did in fashion, trying to democratise great products."
More About the Fragrance
Avon Life Colour is a unisex fragrance created by Kenzo Takada with two of the world's best master perfumers from Firmenich, Frank Voelkl and Olivier Cresp.
The scent is inspired by "the joie de vivre and irreverent personality of the legendary fashion designer," Avon states.
Takada comments, "One of my greatest inspirations has always been the power of colours. They are a universal language which most of us instinctively understand and which exert a great impact on how we feel. The world is filled with colours and this beautiful collaboration with Avon allowed me to capture in a scent the colourful spirit of positivity that is inside of all of us. The fragrance imparts the vibrant, joyful energy that we need so much nowadays."
Takada is the founder of Kenzo. LVMH now owns Kenzo Parfums, which Takada hasn't been affiliated with since 1999, according to Fragrantica. Last year, Takada collaborated with Roche Bobios on a colorful home furnishings line.
Photo on left: Wikipedia