Avon revealed today via WWD that Christy Turlington is the face of their new fragrance, Slip Into which seeks to capture the transformative power of stepping into a high-heel shoe.
“The idea of transformation is a very exciting one,” said Vanessa Reggiardo, vice president of global brand marketing for color, hair care and strategic alliances. “It\’s really about that moment of slipping out of flats into high heels â€” that act that makes women feel more confident, more sexy and more sophisticated.”
The mother of two, shares: “I can really admire [high heels] because I don\’t wear them too often,” said Turlington Burns. “I\’m not one of the moms who wears heels when dropping the kids at school.”
But the feeling of slipping into a high heel is not lost on her. “I can really appreciate the transformative power of shoes, but not too, too high.” Drawing a parallel between her favorite heels and fragrance, she said, “I wear it if I want to elevate my spirit or if I\’m going out. And if I\’m putting on a pair of heels, I am definitely putting on fragrance.”
The scent, an oriental floral by IFF, has top notes of blackberry, freesia and violet leaf; a heart of rosewood, violet and butterfly orchid, and a drydown of Cashmeran, sueded orris root and golden ambers. The bottle is inspired by the curve of a women\’s calf as she slips into a high heel.
The fragrance will launch in Europe as Slip Into& in January 2011, and roll out to Latin America in March under the name Step Sexy and North America as Step Into Sexy in October 2011.Â The fragrance will be available globally as a 50-ml. eau de toilette for US$22.50 and in North America as an eau de parfum for US$28.
I confirmed with Avon today that the fragrance will launch here towards the end of next year!
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