Avon invests in new products and campaigns to relaunch perfumery in Brazil
Global category leader, a Natura &Co company invites consumers to look again at its fragrance portfolio, developed by the world's leading perfumers.
Perfumery started the history of Avon. David McConnell, founder of the company, sold books door to door and, to attract customers, delivered small samples of a fragrance. When he realized that perfume was more successful than books, he decided to create the California Perfume Company – which would become Avon –, launching in 1886 his first product, the Little Dot Eau de Parfum.
Portfolio relaunch
With more than 135 years of experience in perfumery and the global leadership of the segment, selling 450 perfumes every minute in the world, Avon started a movement to relaunch its entire fragrance portfolio in Brazil .
“ We are one of the companies with the longest longevity in the category, however, many do not know our tradition and quality in perfumery, which is modern and technological and has evolved over time. Our products are aligned with the latest trends in perfumery and created by the best perfumers in the main fragrance houses in the world, the same ones that develop for international brands and major players in Brazil ”, says Danielle Bibas, vice president of marketing at Avon Brasil . “ Therefore, we understand that this is the moment to invite Brazilians to take another look at our products ”.
The brand has been investing in marketing campaigns to reintroduce its perfumery and one of the actions was the sponsorship of the 2022 edition of Big Brother Brasil. “ The BBB is a showcase to expand dialogue with the public and highlight products. In this edition, we present the best-selling perfumes (Segno, Attraction and Far Away) in order to connect the consumer with the category. The campaign was the one that brought more hits and views to the Avon website and, for the first time, a perfume - Segno - entered the top 10 of sales in our e-commerce ”, reveals the executive.
Specific production for the Brazilian market
Another Avon strategy to arouse the interest of the Brazilian consumer is to invest in a specific production for the national market, with formulas created by the Avon Brasil Innovation Laboratory . In its five-year history, the hub accounts for almost 300 formulas, half of them for perfumery items. “ Increasingly, we are making products aimed at the Brazilian public, ensuring the adequacy of our launches with the olfactory sensory profile of the country ”, says Bibas.
The brand's biggest perfume launch this year, the women's fragrance Lov|U was created especially for Brazilian and Latin American women. “ Although Lov|U was developed by our Global Innovation Center in Suffern (USA), our hub in Brazil contributed with research and our suppliers with local resources, using all the intelligence of the national market to meet the needs of Brazilian consumers ”, explains the VP.
The deo parfurm, which integrates the largest perfumery territory in Brazil, “romances & dreams”, was created by two French perfumers from International Flavors and Fragrances (IFF). Unlike Natura, which has an exclusive in-house perfumer, Avon continues with a team specialized in fragrances working in partnership with the great fragrance houses in the world. Read More...
