As the third largest player in the fragrance markets of its top 15 countries, Avon is backing the fragrance with extensive marketing, including advertising, innovative digital engagement and an activation with Kenzo Takada during Paris Fashion Week.
Takada worked with master perfumers from Firmenich, Frank Voelkl and Olivier Cresp to create the juice.
"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 COO 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."