Q4 launch delivers on fast-beauty strategy to bring latest trends to customers all over the world
Backed by a landmark marketing activation
Set to become the biggest launch of the year for Avon's fragrance powerhouse
LONDON, July 19, 2018 /PRNewswire/ -- Avon Products, Inc. (NYSE: AVP), a globally recognised leader in direct selling of beauty and related products, today announced the launch of Avon Life Colour, its second fragrance collaboration with world-famous designer Kenzo Takada. Coming in late 2018, 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, collectively worth over $18,963 million1, Avon is increasing the power of its fragrance portfolio with this exclusive 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.
"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," said Jonathan Myers, Executive Vice President and Chief Operating Officer at Avon. "With marketing activation across 50+ markets, this collaboration will be one of the Avon's biggest launches of the next 12 months. 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."
Avon Life Colour – for him and for her – was created by Kenzo Takada together with two of the world's best master perfumers from Firmenich, Frank Voelkl and Olivier Cresp. It's inspired by the joie de vivre and irreverent personality of the legendary fashion designer who became one of the first Japanese fashion designers to succeed in the Parisian fashion industry.
"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," says Kenzo Takada. "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."
ABOUT AVON
Avon is the Company that for 130 years has proudly stood for beauty, innovation, optimism and, above all, for women. Avon products include well-recognized and beloved brands such as ANEW, Avon Color, Avon Care, Skin-So-Soft, and Advance Techniques sold through approximately 6 million active independent Avon Sales Representatives. Learn more about Avon and its products at www.avoncompany.com.
1 Based on 2017 Euromonitor data.
