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Avon To Launch Prima Fragrance, Inspired by Ballet

American Ballet Theatre Dancer Courtney Lavine is the face of Avon's Prima.

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By: Marie Redding

Senior Editor, Rodman Media

Avon revealed its newest fragrance, Prima — and the face of the scent is American Ballet Theatre Dancer Courtney Lavine.

Meg Lerner, vice president, North America Beauty Marketing for Avon, said, “We’re very excited about our new partnership with Courtney. 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…We were thrilled with the enthusiastic response the fragrance received from our Representatives at our annual sales conference.”

The fragrance, and its flacon, were inspired by “the grace and beauty of a ballet dancer,” the company stated. The tall, slim rounded bottle showcases the pale pink scent. It will retail for $40 and launches in November 2016. 

The fragrance was created in partnership with Firmenich. It is a floral-chypre, developed by perfumers Frank Voelkl and Master Perfumer Harry Fremont. It opens with top notes of plum, and a hint of bergamot. Next, it reveals a heart of rose, with ruffled pink petals that echo the folds of a dancer’s skirt. It ends with clearwood, reminiscent of the satiny barres in a ballet studio, combined with oak moss and patchouli for a warm finish.

Prima will retail for $40 and launches in November 2016. 

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