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Avon to launch fragrance collaboration with Kenzo Takada

News Desk

The Jakarta Post

Jakarta  /  Sun, July 29, 2018  /  06:08 am
Avon to launch fragrance collaboration with Kenzo Takada

The fragrance is the successor to Avon and Knezo Takada’s 2016 fragrance named Avon Life, inspired by the vibrant personality of Takada himself. (Shutterstock/Elnur)

Avon, a company focusing on the direct selling of beauty and related products, recently announced its fragrance collaboration with Kenzo Takada.

According to a statement, Avon Life Colour was the company’s second joint project with the Japanese designer. The fragrance, for him and her, was created with the help of two world-renowned perfumers, Frank Voelkl and Olivier Cresp.

It is the successor to Avon and Takada’s 2016 fragrance named Avon Life, inspired by the vibrant personality of Kenzo himself.

The launch of Avon Life Colour is expected to increase the standing of Avon in the fragrance market as the company is currently ranked in third place with a collective worth of US$18.963 million.

The fragrance will be backed by extensive marketing, including advertising, innovative digital engagement and an activation with Kenzo during Paris Fashion Week.

“With marketing activation across 50-plus markets, this collaboration will be one of Avon’s biggest launches over the next 12 months. We know that our global network of nearly 6 million beauty entrepreneurs will love, share and be eager to sell this exciting new fragrance,” said Jonathan Myers, Avon’s executive vice president and chief operating officer.

Read also: Beauty giants are snapping up Silicon Valley startups

Kenzo is reportedly pleased to partner with Avon.

He said the company was doing the same with what he initially did in fashion -- democratize great products. “This company is […] dealing with a business in a complex and competitive environment, looking to offer great products at an affordable price, such as the case with Avon Life Colour.” (anm/mut)

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