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.
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.
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.”
“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.”
As part of her role with Avon, Ms Lavine will appear on the cover of the Avon brochure which has a distribution of 5 million. She will also be featured on www.Avon.com and will appear on Avon’s social media channels, including the brand’s blog, www.BeautyforaPurpose.com.
“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.”
Created in partnership with the prestigious fragrance house of Firmenich, Prima is an ethereal, floral-chypre fragrance – delicate, feminine and understatedly 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.
Prima by Avon (Price: $30) is available November 2016 exclusively through Avon Representatives in the US, Canada and Puerto Rico. To locate an Avon Representative call 1-800-FOR-AVON or visit www.avon.com.