THE WHAT? Avon has launched a fragrance it is claiming to be the world’s first to use ‘upcycled vanilla extract’.
THE DETAILS Far Away Beyond, as the scent has been named, is based on a vanilla note made from 100 percent upcycled vanilla beans, which would otherwise be discarded. The ‘exhausted’ vanilla beans are sustainably and ethically sourced from Madagascar in collaboration with local communities that are directly benefitting from sustainable partnerships.
THE WHY? Gina Ghura, Global Head of Fragrance, says: ‘We’re delighted at Avon to bring this first-of-its-kind fragrance to market, all at an accessible price point for today’s modern woman. We sell more fragrance than any other brand so we’re proud that we can drive the sustainability agenda and fragrance artistry with products like Far Away Beyond. We’ve pushed and stretched vanilla further than ever before to create a unique and distinctive vanilla note with the power to transport the wearer to a place where they can feel their most glamorous. Far Away Beyond also marks the start of our fragrance sustainability journey since partnering with Natura &Co last year and we look forward to continuing to innovate.”