Derek Jeter Smell The Avon Cologne Business
Category : Women Beauty, Women Business
Avon Products, Inc. (NYSE: AVP – News) today announced it has partnered and signed the New York Yankees shortstop to a deal in which it will create a men’s fragrance called Driven — “reflecting the unique personality of one of the most driven men in America,” The first in a series of men’s grooming products bearing Jeter’s name, the fragrance will go on sale in November 2006 in the United States, Puerto Rico and Canada. Jeter had “full involvement in choosing the smell,” said Carolyn Freeland, a spokeswoman for the fragrance who described it as being “citrussy and spicy.”
The fragrance, the first in a line of men’s grooming products bearing Jeter’s name, will go on sale in November at a cost of $25 per bottle. It’s a blend of crushed leaves, black pepper, chilled grapefruit, rhubarb, lavender, spearmint, bamboo, driftwood and oak moss, the company said. ???We are thrilled to be partnering with Derek Jeter ??? a man whose career and community accomplishments make him an outstanding fit for the brand,??? said Liz Smith, executive vice president and president, North America and global marketing for Avon Products, in a statement. ???This partnership will truly take our men???s business to the next level.???
The rollout of the fragrance will be supported by a national print advertising campaign, and an outdoor advertising campaign in the New York City area. Jeter will also appear in the company’s brochure, which is distributed through Avon Representatives to over 15 million customers bi-weekly, as well as Avon’s men’s catalog, which is distributed quarterly to 11 million customers.
”I have been very involved with creating this fragrance, everything from the blend of scents to the design of the bottle and logo,” Jeter said in the news release. ”… I wanted to make sure the final product was something men would like to wear — and that women would want them to wear.”
The scent won’t be sold in stores but will instead be hawked by Avon’s 500,000 North American sales staff, said Claudia Poccia, president of Avon U.S. Beauty. “It is different for us,” she said. “But this is a man who is successful and driven and committed to giving back. His values system so nearly mirrors ours.”
She said some of the proceeds of the cologne – 2.5 ounces will cost $25 retail – might be used to benefit Jeter’s Turn 2 Foundation, which encourages teens not to use drugs or alcohol.
Other sports stars who???ve gotten into the fragrance game include Michael Jordan and Andre Agassi.
Avon, the company for women, is a leading global beauty company, with over $8 billion in annual revenue. As the world’s largest direct seller, Avon markets to women in well over 100 countries through over five million independent Avon Sales Representatives. Avon’s product line includes beauty products, fashion jewelry and apparel, and features such well-recognized brand names as Avon Color, Anew, Skin-So-Soft, Avon Solutions, Advance Techniques, Avon Naturals, Mark, and Avon Wellness.
They also have The Avon Foundation, a 501(c)(3) public charity, was founded in 1955 with a mission to improve the lives of women, and with support from Avon Products, has raised and donated more than $450 million worldwide since its inception. Today it supports programs that provide access to care and research for breast cancer, works to end domestic violence, and provides assistance in times of national and global disasters and emergencies.
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