Avon Products Inc. has added another designer to its expanding high-fashion fragrance wardrobe, forming a tight-knit partnership with Hervé Léger.
The design house, owned by BCBG Max Azria Group Inc., is known for its iconic and impossibly tight bandage dresses, which sell for roughly between $850 and $3,900.
This fall, Avon will introduce a women’s and a men’s fragrance, namely Hervé Léger Femme and Hervé Léger Homme, both designed to nod to the sensuality of the brand.
Avon approached the fashion house about a potential partnership in late 2008.
“We felt their team understood and respected the heritage of the brand and would be able to translate this into a dynamic fragrance for both women and men,” said Max Azria, chief designer for Hervé Léger, who has put a modern spin on the curve-contouring designs in recent years. “The bottles were designed to capture the iconic shape of the quintessential Hervé Léger dress, echoing the ‘bandage’ effect that makes the designs so distinctive.”
The partnership advances Avon’s designer fragrance strategy, which began in 2007 with Christian Lacroix, and now includes Emanuel Ungaro and Cynthia Rowley.
Hervé Léger marks Avon’s fourth global designer fragrance launch, and the scents are expected to play particularly well in Eastern and Western Europe and Latin America, where consumers have a fondness for European designers, said Tracy Haffner, vice president, global fragrance marketing and strategic alliances for Avon.
Designer alliances also are meant to elevate Avon’s style authority.
“[They] allow Avon to bring access to great style and fashion to women all over the world,” said Lily DeStefano, Avon’s executive director, North America Beauty.
Designer collaborations have moved Avon deeper into the premium price tier; the 1.7-oz. Hervé Léger Femme eau de parfum is priced at $34, and the 2.5-oz. Hervé Léger Homme at $30. The designer strategy helped grow Avon fragrance sales by 8 percent last year.
The women’s scent is described as a “woody floral scent” with top notes of sparkling Chinese magnolia flower, Sicilian pink grapefruit; a heart of Moroccan orange flower with honeywood, and a drydown of warm benzoin tears, cypress wood and vanilla.
The men’s scent is described as a “spicy woody fragrance” with top notes of crisp Indian ginger, Japanese yuzu; a heart of smoldering woody notes, with an ambery finish.
Although Hervé Léger does not have a men’s line, Avon has had success launching designer scents for both sexes, as women can sample and purchase both at the same time, said Haffner.
Avon shot the television and print campaign in Paris at Place Vendôme.
The Hervé Léger duo will anchor a robust year for Avon, that includes Eternal Magic, fronted by actress Zoe Saldana, and an upcoming launch of Outspoken by Fergie. Haffner said, “Hervé Léger completes the strongest year — from an innovation standpoint — for Avon fragrances.”
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)