New Avon makes its debut in the super luxe fragrance category

New Avon makes its debut in the super luxe fragrance category

THE WHAT? New Avon is set to launch a super-luxe fragrance celebrating its 134th anniversary, according to a report published by Allure.

THE DETAILS The US direct sales brand’s opulent scent, dubbed Avon Charmed, carries a US$1,200 price tag and boasts a bottle embellished with 21 Swarovski crystals and 18 karat gold.

The juice is composed from three orpur, rose, jasmine absolute and patchouli, and just 1,886 bottles will be available, a nod to the company’s founding year.

THE WHY? Is this an attempt at premiumisation or a marketing exercise? Either way, it’s certainly a departure for the company.

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