Rather than rely on the values associated with a Hollywood star to sell the perfume, Avon has created a fragrance embodying the notion of celebrity itself.
Fascinated by fame
According to the company, Spotlight captures the ‘growing excitement of the world’s fascination with celebrity and notions of fame’.
The fragrance’s tagline ‘Step into it’ is designed to reflect the ‘private desire to be in the public spotlight’.
For Avon, Cox embraces the notion that every woman is a star in her own right and deserves to be celebrated.
“Courteney represents the confidence, poise and that special star quality it takes to step into the spotlight – both professionally and personally,” said Tracey Haffner, Avon’s vice president for global marketing.
The fragrance has been created by New Jersey-based International Flavors and Fragrances and contains a collection of the company’s deluxe naturals ingredients.
Avon describes the fragrance as a floral heart of white freesia and mimosa, with sandalwood basenotes and a hint of vanilla musk.
The packaging reflects the starry theme with the word ‘spotlight’ stamped on the box illuminated by the lights found on dressing room mirrors.
Spotlight will be available in the US from April 2009 retailing at $22.50, with a global launch planned for the summer.