Avon adds another fragrance sponsorship

By staff writer

- Last updated on GMT

Related tags: Avon, Celine dion, Avon products

Avon Products is further concentrating on developing key fragrance
sponsorships with the addition of a male fragrance created by
Hollywood A-lister Patrick Dempsey.

The company says that it is aiming for a global launch starting in the US in November 2008, followed by an international roll out in 2009. Patrick Dempsey has a direct link to the Avon company, as his wife, Jillian Dempsey, has worked with Avon since 2005 as its Global Creative Color Director. Avon targets Dempsey's A-list status ​ Avon says that Dempsey, who features in the cast of leading television series Gray's Anatomy, will be 'actively involved with every aspect of the fragrance development and its launch'. "My wife Jillian has enjoyed her experience working with Avon, and I look forward to joining the family as well," said Dempsey. The latest sign up follows a spate of new sponsorships for the company involving leading international fashion houses. Earlier this year the company announced it will be designing a cosmetics line for the Unikko brand in mid-March under a licensing agreement with Finland-based Marimekko. That announcement came just a day after the company confirmed a deal to manufacture and market two signature fragrances for the Emanuel Ungaro Maison. Avon also targets fashion house sponsorships ​ Avon completed the two deals on the back of the success of its first partnership with designer brand, Christian Lacroix, in 2007. The resulting Rouge fragrance line rapidly built a loyal following among Avon consumers making it the company's most successful fragrance launch to date. Until now Avon has rarely concentrated on sponsorships deals or the manufacturing of cosmetic and fragrance products that feature other brands, but all that is now changing. Currently the company is using another Hollywood A-lister, Reece Witherspoon to promote a number of its lines, while Celine Dion has also put her name to a fragrance sold by the company, and a men's fragrance line bears the name of baseball player Derek Jeter.

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