Avon unveils new fragrance Prima

US-based social selling beauty company Avon has unveiled its new Prima fragrance at the company’s annual sales conference.

To be available from November, Prima has a floral-chypre fragrance and lush top notes of plum, balancing its sweetness with a hint of tangy bergamot.

American ballet theatre dancer Courtney Lavine is the face of the scent, which has been created in collaboration with Swiss perfume and flavour company Firmenich.

Two Firmenich perfumers Frank Voelkl and Harry Fremont have worked on this scent.

Lavine said: “Being a professional ballet dancer is about so much more than looking pretty and perfecting your pirouettes.

“It takes drive, dedication, and self-reliance, which is why I’m so proud to be working with Avon, a company that’s committed to empowering women through beauty and entrepreneurship.

“Plus, Prima is such a delicate yet powerful fragrance; it makes me feel pretty and poised at the same time.”

Under her collaboration with Avon, Lavine will appear on the cover of the Avon brochure and on the company’s social media channels, including its BeautyforaPurpose.com blog.

Avon North America beauty marketing vice-president Meg Lerner said: “As one of the country’s most promising young dancers, she’s drawn on her beauty and creative confidence to find self-fulfilment and that is what Avon is all about.

“And her personality perfectly embodies the Prima fragrance; graceful, elegant and powerful.”

The company currently has around 400,000 independent sales representatives in the US, Puerto Rico and Canada.

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Image: Avon’s new fragrance Prima. Photo: courtesy of Avon.