Avon signs deal to market branded fragrances

By Simon Pitman

- Last updated on GMT

Related tags: Fragrance, Haute couture

Avon Products has made the unusual step of forming a collaborative
deal to manufacture and market two signature fragrances for the
Emanuel Ungaro Maison.

The new fragrances - U by Ungaro for Her and U by Ungaro for Him - form a building block with the France-based fashion brand that Avon is hoping will help to form a larger portfolio of design label cosmetics. The agreement was forged with France-based Emanuel Ungaro to back up its latest fashion line U, a prêt-a porter fashion line for men and women. The latest fragrance builds on Emanuel Ungaro's existing fragrance line, which includes Ungari, Diva, Homme III and Apparation for men and women. Fragrance will build on the strength of the brand"The brand's new modern approach to style made Ungaro an ideal choice for this partnership,"​ said Geralyn Breig, senior vice president and brand president for Avon Products. "The youthfulness of their U by Ungaro fashion line provides a modern sensibility with a cosmopolitan edge, something Avoncustomers can relate to,"​ she added. The brand association is a route that the company is likely to be taking more of in the future, building upon two other fragrance associations that were formed with international fashion houses in the course of 2007. Those alliances were formed with designers Cynthia Rowley and Christain Lacroix - brands that have global reach and significant caché. Paris-based Christian Lacroix became the first designer brand to sign a deal with Avon to develop the Rouge fragrance line back in 2007. Christian Lacroix fragrance already a big hit ​ In fact the launch of the fragrance line has already met with significant success, rapidly garnering appreciation amongst Avon consumers to make it the company's most successful fragrance launch to date. US-based Rowley is also set to launch a number of fragrances that she developed in association with Avon towards the end of 2007, including the Petal and Flower eau de toilette ranges, which will soon be distributed worldwide. The fragrance category has seen a steady increase in the use of designer houses and fashion brands, with some of the world's largest fragrance producers rushing to sign up similar deals to those forged by Avon of late. One big player to have done this recently is Elizabeth Arden, which has entered into a licensing agreement to make fragrance, cosmetics and skin care products with Italian fashion designer Alberta Ferretti. The US-based prestige beauty company will produce and market the fragrance collections with creative input from the Italian designer.

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