Fergie’s Fragrance with Avon

After reuniting with the BEP, Fergie is to launch her “first-ever” fragrance in the team with the famed brand Avon. She is currently in Los Angeles having shots with renowned photographer Mario Sorrenti for the ad campaign of the scent.

“The shoot is looking fashionable and sexy,” she says. “She’s taking glamorous to a whole new level.”

What I like about the celebs is the way they think they participate in creation of the aroma. In fact they just express what kind of the scent they want it to be and after the laboratorians compose it they just choose the one they like out of the offered range of scents.

“I’m so excited to partner with Avon to develop my first-ever fragrance,” Fergie commented.

Fergie joins a growing list of celebs in Avon‘s stable, including Derek Jeter and Patrick Dempsey. The fragrance is not named yet but it is due to launch in 2010.

“I’m always seeking out new ways to express myself, and fragrance is the perfect opportunity to share my originality and confidence with my fans, and the Avon consumer.

I couldn’t be happier to be working with a brand with such a strong reputation for supporting women… [The fragrance] is fresh and alluring. The vibe for the scent is for the woman who wears it to feel confident and not be afraid to be noticed.”

I have no doubts that Avon will do its best for the fragrance and Fergie will be its face. I’m not against this gorgeous and very talented woman, I just wonder the way this scent-celebs-unions usually goes.

“As Fergie’s agents, we had one mandate for her own signature fragrance line, and that was to find an innovative gold standard beauty brand that understands her as an artist, but also understands her philanthropic side as well. There was no better beauty player in the world who fit the bill than Avon,” said Sean Patterson, President of Wilhelmina, fashion and beauty agent for Fergie.

Here is the ad preview of her photo shoot for the scent.

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