With his second Avon fragrance, Driven Black, due out in December, Derek Jeter is showing fans just how driven he can be — both on and off the field.
Avon revealed the new fragrance to a select group of beauty editors last Thursday at fragrance oil house Givaudan in Manhattan.
Since the debut of Jeter's first men's fragrance, Driven, last November, Avon expanded the Jeter brand portfolio to include a men's skin care collection. Now, Driven Black is positioned to capture a more mysterious, intriguing and sensual side of Jeter's personality.
"I have a lot of different sides, but we're only revealing two right now," joked Jeter.
Lily DeStefano, Avon's executive director of marketing of U.S. fragrance, views the new fragrance as an edgier extension of the Jeter brand.
"While Driven was more of a classic daytime fragrance, Driven Black is more of a nighttime fragrance, designed to be more sensual and intriguing, encouraging men to follow their instincts," said DeStefano, who added that Driven is now the number-one fragrance in the company's men's portfolio. At the most recent FiFi Awards held in May, Driven won for Best Packaging among Men's Popular Appeal.
"The success of our first fragrance was overwhelming for me because I didn't know much about perfume, and I didn't know how people would react. But its success is the reason we're here today with the second one," said Jeter.
Set to launch in December through Avon's 650,000 sales representatives, Driven Black was created by Givaudan perfumers and will be sold for $26. Packaged in a translucent black glass with a silver cap, the woody oriental scent features top notes of Sicilian blood orange; middle notes of Italian bergamot, Calabrian mandarin and saffron, and bottom notes of white cedar, Haitian vetiver, Australian sandalwood and Tamboti wood. Ancillary items including an aftershave conditioner, $9.50, and body wash, $9, will launch next year in time for Father's Day.
Jeter gave the new fragrance a test run before finalizing it and made sure to get approval from the ladies — more specifically, the "lady family members" in his life.
"Once we narrowed it down to five or six different versions, I got some input from some women in my family," Jeter joked. "They told me they liked it a lot."Jeter's beauty routine remains relatively low maintenance, but he admits that his skin care line has created a whole new ball game. Before developing the products, the Yankees shortstop had rarely used such a wide variety of treatments.
"Skin care was definitely a learning process for me. I didn't know much about it before we came out with the line," said Jeter. "It's very important especially as you get older. You have to take care of yourself some more."
For his new fragrance, Jeter was heavily involved in the creative process, working on everything from the scent to the packaging and design.
"Some people think I just slap my name on a bottle, but I've had everything to do with these fragrances, and I thank Avon for such a fun experience," said Jeter.
During the development phase, a Givaudan team flew down to Jeter's Tampa, Fla., home and had him sample several fragrance notes to determine what he liked and disliked in a scent.
"He definitely knew what he liked and didn't like, which is really amazing for someone who hasn't been trained and doesn't smell on a regular basis," said Ellen Molner, Givaudan's vice president of perfumery in the U.S.
One thing Jeter knew he wanted was a casual, but elegant fragrance that wasn't too overwhelming.
"I don't like when people walk into a room, and everybody smells them with an overpowering fragrance," said Jeter. "The only time I like to smell it is when I'm up close."
While teammates may tease him about his Avon beauty line, they often make personal requests in private. In fact, Avon sent Yankees players and coaches individual skin care sets this past spring.
"They won't ask when they're all together, but when they're by themselves, they ask me for more," said Jeter.
Driven Black will be supported with print and online campaigns, along with exposure in Avon's brochure and men's catalogue. Driven Black will break in November in men's national magazines. According to DeStefano, Driven Black will also enjoy an "unprecedented sampling effort," with five million scent strips in magazines and more than 10 million samples distributed in Avon brochures.
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