NEW YORK — Jennifer Hudson, who won an Academy Award for Best Supporting Actress on Feb. 25, has signed a deal with Avon to become the face of the company’s Imari fragrance brand.
“We’re looking to add a sexy, powerful edge to the brand,” said Claudia Poccia, president of Avon U.S. Beauty and global president of Mark, Avon’s youth-oriented brand. “We wanted a spokesperson who embodied a youthful spirit and confidence, and Jennifer speaks to a new generation of passionate women trying to achieve their dreams and goals.”
As part of a multiyear contract announced on Tuesday, the “Dreamgirls” star will be the spokeswoman for Imari, as well as Imari Seduction, a new scent scheduled to be launched in August. Industry sources estimate the deal is worth roughly $3 million. Although Imari is distributed globally, Hudson will appear in print ads and Avon catalogues in the U.S., Canada, Puerto Rico and the Dominican Republic.
“This is an honor for me and very flattering,” Hudson said in a statement Tuesday. “With the success of ‘Dreamgirls’ and now an Oscar, it’s been an incredible few months. And now, to partner with Avon is really a dream come true for me. It’s exciting to be representing the Imari brand, which really embodies confidence and femininity.”
According to Poccia, Imari’s first scent, which was launched 20 years ago, is the number-one fragrance in Avon’s women’s portfolio in the U.S.
“We see this as the next evolution of the Imari brand,” said Lily DeStefano, Avon’s executive director of marketing for U.S. fragrances. “We’re tapping into a younger generation of women, hoping to broaden the base appeal. We’re modernizing the brand and giving new life to what is already a classic.”
Poccia said Avon contacted Hudson last year, shortly after “Dreamgirls” was released. Company executives felt Hudson embodied Avon’s dedication to empowering women and was a good role model.
“She was someone who resonated with Avon’s core values,” said Poccia. “Through hard work and perseverance, she turned her dreams into reality and never lost sight of her goals.”
Related Articles
You May Also Like
Imari Seduction, which is the second major fragrance to be launched in the Imari portfolio, is described as a “fruity oriental” scent. Created by Harry Fremont at Firmenich, the fragrance notes are plum, purple orchid, vanilla, amber and musk. Imari Seduction retails at $22.50 for 1.7 oz. The collection will include body lotion, shower gel and a travel-size spray six months later. Although executives wouldn’t comment on sales projections, sources estimate the scent will generate first-year retail sales of $15 million to $20 million.
Bolstered by the tagline “Where Desire Leads You,” Imari Seduction will be supported by a national print advertising campaign that will break in at least six women’s magazines in August. More than 30 million scented impressions will be distributed, along with 2.5 million samples through Avon’s sales representatives, starting in July. According to Poccia, there will also be a fully integrated Internet campaign, which will include a microsite and advertising.
Hudson will appear for both the classic Imari scent and the new Imari Seduction fragrance in the company’s biweekly brochure, which is distributed through Avon representatives to more than 15 million customers.
Hudson, who signed with Arista Records last November, will begin work this month on her debut album, which is scheduled to be released this fall.
Bobbi Brown Readies for QVC
Celebrity makeup artist Bobbi Brown is getting ready for her close-up on QVC, where she will share her beauty philosophy and expert advice with viewers. Her debut on the shopping channel is scheduled for Saturday at 1 p.m. Bobbi Brown Cosmetics and QVC will donate $25,000 to Dress for Success, a not-for-profit organization promoting economic independence for disadvantaged women.
“Without a doubt, Bobbi is one of the most important and influential women in the beauty industry,” Allen Burke, QVC’s director of beauty merchandising, said in a statement released Tuesday. “We are thrilled to bring her to QVC’s stable of beauty experts.”
QVC will offer a selection of Bobbi Brown Cosmetics including Hydrating Eye Cream, Black Everything Mascara, Face Touch-Up Palette, Living Beauty Palette and her new book, “Living Beauty,” which hit stores this month.
“This is such a great opportunity to work with QVC to reach a new audience while raising awareness for Dress for Success,” Brown said in a statement.