Avon goes for glamor with Bond fragrance

- Last updated on GMT

Related tags: Bond, James bond

Direct seller Avon will be launching the first James Bond fragrance
to coincide with the release of the 22nd film in autumn
2008.

With the release of Bond Girl 007 in October, Avon is hoping to become associated with the sexy, glamorous world of Bond girls. ​Whether its Grace Jone's May Day, Honor Blackman's Pussy Galore or the iconic image of Ursula Andress emerging from the waves, there is quite a history of feminine role models for the company to draw on. Drawing on iconic Bond girls "The iconic Bond girls are one of the most widely known aspects of the film - they're empowered, feminine and glamorous - so we are pleased to capture that essence in our newest fragrance​", said Avon senior vice president Geralyn Breig. "Aligning with the James Bond franchise gives us such a great platform to develop a beautiful fragrance and connect with women worldwide,"​ added vice president of global marketing Tracy Heffner. Current bond girl Gemma Arterton will appear in the print and TV advertising for the fragrance, which is the first time the Bond franchise has partnered with a health and beauty company. Fragrance coincides with Bond film launch ​ The release of the scent is to coincide with the launch of the 22nd​ Bond film 'Quantum of Solace' in which Arterton stars alongside Daniel Craig. The fragrance itself is created by Firmenich. Designed to evoke the 'glamor, confidence and sensuality' of the Bond girls, it contains floral and woody notes with a cool freshness, according to Avon. Even the packaging has a Bond theme as the bottle resembles the female form reminiscent of the opening credits of the earlier films and the cap is designed to invoke the feel of Q's famous gadgetry. The move follows a number of partnership deals involving the US-based direct seller most of which attempt to capitalize on the trend for celebrity and fashion designer scents. The company recently won a FiFi award in the top direct seller category for its Christian Lacroix Rouge and Derek Jeter Driven Black.

Related topics: Market Trends, Fragrance

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