Avon said that the new brand is designed to break conventions and reignite consumer excitement.
The products are based on unexpected olfactory mixes – pairing surprising ingredients such as pepper and peach, gin and bamboo, or chocolate and tuberose.
The tag line for the new range is: “Scents that make no sense yet arouse every sense.”
Avon said that it has decided to create the range based on a shift in behaviour in the mass market fragrance market.
The business highlighted that market insights showed younger fragrance consumers are increasingly seeking out brands that champion originality, sustainability and individuality, which it said is “traditionally the realm of niche fragrance houses.”
Unexpected expression
CEO at Avon Kristof Neirynck explained that the new launch was “a disruptive, playful, and unexpected expression” of who Avon was becoming as a brand and dubbed the new launch “a milestone for Avon.”
To create the new line, the multinational worked with brand elevation agency Free The Birds, which led the brand creation process and packaging concepts and development.
Co-founder and managing partner at Free The Birds Nick Vaus said the range aimed to appeal to a whole new generation of fragrance consumers.
He said that such a unique and unexpected product called for a “distinctive design language that fuses the emotive with the unexpected” and this was incorporated in every element from the brand identity and tone of voice to bottle and packaging design concepts.”
