12.02.19
Avon Products has launched two new premium fragrances -- Maxima and Maxime. Inspired by the ancient past, the two duo scents aim to "ignite the inner sparkle and confidence in the wearer," the company says.
Created by world-renowned perfumers Pascal Gaurin and Clément Gavarry, the new fragrances are designed to grow Avon's fragrance category by encouraging customers to 'trade up' to "experience a level of luxury," Avon states.
Maxima is made using notes of Immortelle Flower, the "bloom of eternity." Maxime boasts notes of Olibanum, a rare, precious and divine ingredient first offered to praise the gods.
Clément Gavarry says, "I looked to the past – ancient traditions – classic ingredients and olfactive executions for inspiration. Throughout history, our past informs our present. Today it is no different. I enjoy creating with Avon because it's truly impressive how well they listen to the desires of their customers and develop with those desires at the heart of each new product creation."
A full digital campaign supports the launch -- see the video below.
Tatiana Piccolo, vice president, Global Fragrance, says, "Our world-class innovation capabilities have ensured that we have many fragrances to be proud of and Avon is undoubtedly a global fragrance powerhouse. Brand and quality perception are everything in fragrance, and with these premium new scents as part of our arsenal, we are striving to open up the brand to a wider audience and drive true reappraisal. These are superior fragrances that easily rival those at the top end of the market."
