Avon targets premium fragrance market with new partnership

By Louise Prance

- Last updated on GMT

Leading direct selling leader Avon has partnered with French
fashion designer Christian Lacroix to produce two fragrances for
men and women in a bid to expand its presence in the premium
fragrance market.

The fragrances, Christian Lacroix Rouge, for women, and Christian Lacroix Noir, for men will be launched in the UK in September, with the female fragrance launching in the US in November and the male fragrance early next year. Its latest move into the premium fragrance sector, aided by the respected designer, will no doubt help reshape the company's image with the younger, more fashion conscious demographics, a sector that has until now not been a focus for the Avon image. Mirroring the intricate link between the colour cosmetics segment and the fashion industry, the partnership brings Avon up-to-date with the growing consumer desire for perfumes that are synonymous with quality and style. Created by leading fragrance manufacturer IFF, the scents have been designed to embody the glamour element of the fashion industry, both having rich floral and spicy tones, using ingredients such as cashmere woods, ginger and saffron. The lucrative fragrance partnership is designed to help the company, which has annual sales of £4.4bn (€6.44bn), reap the same results in its fine fragrance division as it has with its colour cosmetics in the UK, which are second in sales only to Boots No7 range. Indeed, the colour cosmetics range has also had a revamp, with a more sleek and styled packaging concept. With the introduction of young and vibrant TV present Louise Redknapp to front its summer campaign, it would seem the company is pulling out all the stops to target the younger consumer. Despite the concerted effort to pull in extra sales revenue, the company has been hit by slowing sales of late. However, it is beginning to reap the benefits of its Strategic Sourcing Initiative that was announced in the last quarter of 2005. The company has stated that the initiative is set to bring about savings of $400m (€305m) during the course of the next five years. Confirmation that the SSI is on course has led the company to believe that total savings from the restructuring programme should total $700m (€514m). Likewise it is anticipating similar savings from its Product Line Simplification strategy, which aims to move product offerings away from the micro-segmentation trend that appears to have confused many consumers.

Related topics: Market Trends, Fragrance, Colour Cosmetics

Related news

Show more

Related products

Sustainability: Ingredient Integrity & Impact

Sustainability: Ingredient Integrity & Impact

Croda Europe Ltd | 01-Nov-2017 | Research Study

The drive for transparency on sustainability programmes is putting increased pressures on the chemical industry to develop robust well-rounded initiatives....

Innovating for a sustainable future

Innovating for a sustainable future

Croda Europe Ltd | 01-Nov-2017

For Croda, sustainability means doing business the right way: environmentally, socially and financially. Innovation is at the fore front of our endeavours,...


Improve the standard with euxyl® K 702

Schülke & Mayr GmbH | 18-Sep-2017 | Product Brochure

euxyl® K 702 has been developed to provide maximum protection while using minimum concentration levels. Its booster system consists of Ethylhexylglycerin...

Related suppliers