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Avon Signs Patrick Dempsey to Front New Fragrance

Avon Products Inc. said Monday that it has signed Patrick Dempsey to a multiyear contract to be the face of a men’s fragrance set to be launched in the fall.

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Avon Products Inc. said Monday that it has signed Patrick Dempsey to a multiyear contract to be the face of a men’s fragrance set to be launched in the fall.

“This will be arguably the strongest franchise in the company’s history,” said Andrea Jung, chairman and chief executive officer of Avon. The firm is keeping mum on the details about the fragrance, which is scheduled for a U.S. debut in November and a global launch next year.

Terms of the multiyear contract with Dempsey were not disclosed, but industry sources estimate that he could be guaranteed $5 million to $6 million over three years. An advertising campaign across various media is in the works to promote Dempsey’s fragrance.

Claudia Poccia, global president of Avon Strategic Alliances and Mark, said Dempsey will be creative director of the fragrance project as part of his role with Avon. Dempsey’s wife, makeup artist Jillian Dempsey, has been Avon’s global creative color director since 2006.

Avon has quickly built up its stable of celebrity and designer partners. Earlier this month, the company announced deals with Marimekko and Emanuel Ungaro. Other familiar names in Avon’s corner include Reese Witherspoon, Jennifer Hudson, Lauren Conrad, Christian Lacroix and Cynthia Rowley.

“The business is growing. The focus on celebrities and alliances has been working and is building momentum,” said Jung.


For complete coverage see Tuesday's WWD.
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