Reese Witherspoon Is in Bloom for Avon

2009-06-12 | 07:19

Actress will launch scent this fall.

Summer hasn't even started, but marketers are already gearing up for the all-important holiday selling season—a time when fragrance sales goals are made or missed.

Avon is counting on a little star power to make plan. In November, the company will launch In Bloom, a celebrity scent from Academy Award-winning actress Reese Witherspoon.

The launch is the largest fragrance initiative this year for Avon, which has been expanding its fragrance house by working with designers such as Emanuel Ungaro and Christian Lacroix and celebrities like Derek Jeter and Patrick Dempsey.

Ms. Witherspoon developed the fragrance, based on white flowers such as gardenia, with the help of Isabel Ryan, Avon’s director of creative fragrance development, and Robertet perfumer Olivia Jan.

In Bloom has top notes of Georgia peach, tea leaves and crisp greens; a heart of star gardenia, magnolias and night-blooming jasmine, and a drydown of cashmere woods, hypnotic florals and amber wood crystals. n Bloom will be available in two sizes: A 1.7-oz. eau de parfum for $34, and a 1-oz. limited edition concentrated version for $59. A body mist, body lotion and shower gel also will be available for $15.