Avon Fragrances had conducted a portfolio review, pinpointing opportunities in the fragrance market. The “Romance” territory, dominated by industry giants like Floratta in Brazil and Jafra in Mexico, emerged as a prime target. Avon’s aspiration was to introduce a brand that resonated with a youthful, contemporary audience, presenting an exciting challenge.
Our task was to navigate this complex terrain and craft a fragrance brand in a swiftly evolving market. We could see that macroforces like the evolving concept of female empowerment played a vital role. Modern consumers, especially women, were seeking a more authentic and self-directed experience in love. We needed to decode this territory to communicate humanistic truths about modern romance, adapting to the rapidly changing world of today.