Ballet dancer Courtney Lavine is new face of Avon's Prima scent

Prima is said to be a celebration of strength and resilience, and reflect Lavine's personality

  • Prima is said to be a celebration of female strength and resilience, and reflect Lavine's personality

  • 26-year-old Lavine is a dancer for the American Ballet Theatre

  • She will star on Avon’s social media channels, blog and website

Courtney Lavine dances with the American Ballet Theatre

Avon has launched a new fragrance campaign starring 26-year-old ballet dancer Courtney Lavine.

The campaign promotes the direct seller’s latest scent launch, Prima, said to be a celebration of female strength and resilience, and inspired by the grace of a ballet dancer.

Being a professional ballet dancer is about so much more than looking pretty and perfecting your pirouettes

Courtney Lavine

Lavine, an American Ballet Theatre Dancer, has performed in roles including the Nanny and the Sugar Plum Fairy in Alexei Ratmansky's The Nutcracker, and Cinderella in The Sleeping Beauty.

As well as being the face of the fragrance and appearing on the cover of the Avon brochure circulated to five million people, she will be featured on Avon’s social media channels, blog (beautyforapurpose.com) and website.

Avon’s Prima fragrance was created with Firmenich and is described as a floral-chypre with delicate yet “quietly powerful” notes of plum, bergamot, rose, oak moss and patchouli.

Lavine said: “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.”

Meg Lerner, Vice President, North America Beauty Marketing for Avon, said Lavine’s personality perfectly embodies the Prima scent, being “graceful, elegant and powerful”.

Thousands of Avon representatives had a first peek at the new fragrance. Lerner said: “We were thrilled with the enthusiastic response the fragrance received from our representatives at our annual sales conference.”

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