Direct to consumer brand Avon has extended its fragrance line in partnership with its brand ambassador and Hollywood star Eva Mendes.
The new Eve Truth perfume will join the brand’s Eve Duet, Eve Elegance, Eve Alluring and Eve Confidence.
Created by French perfumer Laurent Le Guernec, the scent is formulated from a blend of flowers, fruits and earth materials including mineral rock, magnetite.
Commenting on her new fragrance deal, Mendes said: “I’m honoured to be the face of Eve Truth, which reflects womens’ many layers and provides a full fragrance experience to embody the modern women.”
Meanwhile, Avon’s VP of Global Fragrance, Tatiana Piccolo hopes the new launch will build on the company’s fragrance market share.
She said: “We have a tremendous opportunity to build market share further and improve brand perception as we develop compelling consumer propositions like Eve Truth, to build Avon’s position as a global fragrance powerhouse.”
The launch comes amid struggling times for the brand, after announcing it is poised to lose 10% of its staff this year.
The fragrance is set to be introduced across the majority of Avon’s 50 trading countries in Q1 2019.