Avon Products Inc. aims to lift women’s spirits — at least by three or four inches — with its upcoming scent Slip Into…, which seeks to capture the transformative power of stepping into a high-heel shoe.
This story first appeared in the October 22, 2010 issue of WWD. Subscribe Today.
“The idea of transformation is a very exciting one,” said Vanessa Reggiardo, vice president of global brand marketing for color, hair care and strategic alliances. “It’s really about that moment of slipping out of flats into high heels — that act that makes women feel more confident, more sexy and more sophisticated.”
To herald the fragrance’s sensuality, Avon has recruited supermodel and activist Christy Turlington Burns, who admits more often than not she’s barefoot or donning tennis shoes or flip-flops.
“I can really admire [high heels] because I don’t wear them too often,” said Turlington Burns. “I’m not one of the moms who wears heels when dropping the kids at school,” added the mother of two. Her more casual style even prompted her seven-year-old daughter to declare, “You’re not a fancy mom.” Oh, the irony, as Turlington Burns has appeared on countless runways and magazine covers, and in high-profile ad campaigns. She also is a spokeswoman for Maybelline New York cosmetics.
But the feeling of slipping into a high heel is not lost on her. “I can really appreciate the transformative power of shoes,” said Turlington Burns, who favors Jimmy Choo, Balenciaga, Givenchy and Christian Louboutin pumps for special occasions, “but not too, too high.” Drawing a parallel between her favorite heels and fragrance, she said, “I wear it if I want to elevate my spirit or if I’m going out. And if I’m putting on a pair of heels, I am definitely putting on fragrance.”
The scent, an oriental floral by IFF, has top notes of blackberry, freesia and violet leaf; a heart of rosewood, violet and butterfly orchid, and a drydown of Cashmeran, sueded orris root and golden ambers. The bottle is inspired by the curve of a women’s calf as she slips into a high heel.
The fragrance will launch in Europe as Slip Into… in January, and roll out to Latin America in March under the name Step Sexy. It’s slated to hit North America as Step Into Sexy in October 2011, with a major push during the holiday selling season. The fragrance will be available globally as a 50-ml. eau de toilette for $22.50 and in North America as an eau de parfum for $28.
Turlington Burns, who nodded to Avon’s philanthropic efforts, will attend The Avon Foundation for Women’s 10th Anniversary Awards Gala on Tuesday evening, an event that raises funds to help end breast cancer and domestic violence. “It’s part of the ethos of the company,” she said. Turlington Burns, an activist in her own right, is headed to London this weekend to show her film, “No Woman, No Cry” at the London Film Festival. The movie, which premiered at the Tribeca Film Festival last spring, shares the stories of at-risk pregnant women in four parts of the world, including Tanzania, Bangladesh, Guatemala, and in the United States.