Avon Announces Ballet Inspired Scent Prima
Featuring dancer Courtney Lavine
LAS VEGAS, August 4, 2016 — Avon revealed its newest fragrance, Prima, and the face of the scent: American Ballet Theatre Dancer, Courtney Lavine, at the brand’s annual sales conference attended by thousands of Avon Representatives. The fragrance celebrates female strength and resilience, as inspired by the grace and beauty of a ballet dancer.
“Being a professional ballet dancer is about so much more than looking pretty and perfecting your pirouettes. It takes drive, dedication, and self-reliance, which is why I’m so proud to be working with Avon — a company that’s committed to empowering women through beauty and entrepreneurship,” says Lavine. “Plus, Prima is such a delicate yet powerful fragrance; it makes me feel pretty and poised at the same time.”
“We’re very excited about our new partnership with Courtney,” says Meg Lerner, Vice President, North America Beauty Marketing for Avon. “As one of the country’s most promising young dancers, she’s drawn on her beauty and creative confidence to find self-fulfillment and that is what Avon is all about. And her personality perfectly embodies the Prima fragrance — graceful, elegant and powerful. We were thrilled with the enthusiastic response the fragrance received from our Representatives at our annual sales conference.”
As part of her role with Avon, Lavine will appear on the cover of the Avon brochure which has a distribution of 5 million. She will also be featured on Avon.com and will appear on Avon’s social media channels, including the brand’s blog, BeautyforaPurpose.com.
Created in partnership with the prestigious fragrance house of Firmenich, Prima is an ethereal, floral-chypre fragrance – delicate, feminine and quietly powerful. The scent is a collaboration by two Firmenich perfumers, Frank Voelkl and Master Perfumer Harry Fremont. Prima opens with lush top notes of plum, balancing its sweetness with a hint of tangy bergamot. Next, it unfolds to reveal a rich heart of intoxicating rose, a stunning blossom with ruffled pink petals that echo the folds of a dancer’s skirt. Finally, there’s a jeté to rich clearwood: reminiscent of the satiny barres in a ballet studio, the woodsy note comes alive on skin, melding with oak moss and patchouli for a warm, poetically graceful finish.
Launching this fall, Prima by Avon speaks to the style lover who appreciates fashion’s ongoing love affair with classical ballet. The perfume is equally ideal for any woman who simply wants to step into the feeling of timeless, transcendent beauty that ballet brings to mind.
About Courtney Lavine
The new face of Prima by Avon, rising dancer Courtney Lavine began her dance training at an early age, winning prestigious scholarships to the Washington Ballet School, and later, The School of American Ballet. In 2007, the Los Angeles native performed the lead role for New York City Ballet School's Winter Gala, in a student performance of Romeo and Juliet at Lincoln Center. She joined American Ballet Theatre as an apprentice in February 2010 and became a company member in August of that year. Her repertory includes solo roles in Alexei Ratmansky's The Nutcracker and The Sleeping Beauty, Marcelo Gomes’ Aftereffect and Kevin McKenzie's Swan Lake, as well as roles in all of American Ballet Theatre's full-length ballets. The New York Times has singled out Lavine for praise, calling her “musicality and joyous dancing… a delight.”
Available: November 2016
Where to buy: Available exclusively through Avon Representatives. To locate an Avon Representative call 1-800-FOR-AVON or visit www.avon.com.
About New Avon LLC
New Avon LLC is the leading social selling beauty company in North America. The company generated over $1 billion in revenues during 2015, and has nearly 400,000 independent sales Representatives in the United States, Puerto Rico and Canada. New Avon's product portfolio includes award-winning skincare, color cosmetics, fragrance and personal care products, featuring iconic brands such as ANEW, Avon Color, Mark, and Skin So Soft, as well as fashion and accessories. Avon has a 130 year history of empowering women through economic opportunity, and the company also proudly supports the Avon Foundation for Women in its efforts to end breast cancer and domestic violence. Learn more about New Avon and its products at www.avon.com.