Avon Products Inc. has once again set its sights on the checkered flag, this time coming around the final turn with NASCAR driver Carl Edwards, who is fronting a new signature fragrance called Turn 4XT, due at the end of November.
Edwards is at least the second NASCAR driver the direct-selling giant has signed; in 2004, the firm inked a deal for Kasey Kahne to be the spokesman for Avon’s Pro Sport Daily Performance men’s fragrance and grooming line. Sports is not new for Avon. The firm signed New York Yankees captain Derek Jeter for the popular scent, Driven, in 2006 and Tennis’ Williams sisters appeared in ads for Avon after a 2000 signing.
“Turn four is the last, crucial turn, right before the straightaway,” said Lily DeStefano, vice president of North America Beauty for Avon. “The idea of [Turn 4XT] is wrapped around that singular moment — when you go for the win.”
Edwards will be the face of Avon’s December catalog. “He will be very visible and present in marketing visuals. He’s a racing icon that people recognize. It’s huge in terms of opportunity for us in men’s fragrance.”
Edwards said his mother used to sell Avon products.
“I’ve known Avon and I’ve respected their place in the business world since I was a child,” the driver of the number 99 Ford said.
After Sunday’s Pepsi Max 400 race at the two-mile Auto Club Speedway in Fontana Calif., Edwards stands in seventh place in the Sprint Cup Series. Engine failure put him in the pits, but he got back into the race and finished 34th.
Industry sources estimate that Turn 4XT, an Oriental woody fresh eau de toilette, which is priced at $26 for 2.5 oz., could generate sales of $10 million during its first year on the market.
Robertet composed the scent, which has notes of basil and cilantro; ginger, vetiver and lavender, and amber and cashmere woods and sandalwood.
“I was wearing my driver’s suit getting ready for a practice run,” Edwards noted, and “I’d sprayed a little on, hugged my wife; she said, ‘What was that?’ And I said, ‘We have a winner here.’”
Next up for Edwards and Avon? The 1.5-mile Charlotte Motor Speedway on Saturday evening for the Bank of America 500. DeStefano noted that Avon will have a “strong” presence at the race, unveiling and sampling Turn 4XT.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia