Avon
Celebrating the relaunch of iconic perfumes through music.
Embark on a journey through time.
Avon has relaunched four of its most iconic fragrances in the Iconic Collection – perfumes that marked an era and are returning revamped for a new phase of the brand.
To communicate this reunion, we sought the same gesture in music. We took timeless classics and presented them in two versions: the original recording from the 70s, and a current reinterpretation.
The result is a sonic journey through time: each fragrance becomes a mood, and each classic comes to life in two eras.
Iconic Collection is a journey through time in 4 fragrances.
Each of the 4 fragrances in the Iconic Collection has become a musical mood: Romantic, Upbeat, Pop, and Party. For each mood, we've created a pair of playlists with the same repertoire – the Cristal version, with the original recordings of the classics, and the Iconic version, with contemporary reinterpretations of the very same songs.
In total, there are 100 classics spanning two eras, available directly on Avon's Spotify profile through... digital experience (Only via mobile phone).
We took classics that transcend generations and placed the original recording side-by-side with a modern reinterpretation. It's the same emotion conveyed across two eras, following exactly the brief that Avon used when bringing back these iconic fragrances.
Jean Tranjan
Curatorial Manager
Music Key
@nandatsunami Avon has teamed up with Spotify to create an experience that analyzes the music you listen to, discovers which Iconic fragrance matches you, and even creates a personalized playlist based on your style. I want to know: which Iconic Collection fragrance matches your musical personality? Avon. Always new! You can find Avon with a Beauty Consultant, on the app, on the website, or at select partner stores. #IconicCollection @Avon Brazil
♬ Vanilla Smooth Chill RB Hip Hop 60 Sec - 佚名
The starting point was a simple insight: a true classic doesn't age, it reinvents itself. That's how it was with Avon's fragrances – and that's how we translated each one into music.
For the four moods, we've selected a repertoire of classics that resonate with multiple generations. This is the heart of the project: each song appears twice. Crystal version, the original recording, the one that marked the emotional memory of those who lived through that time. In Iconic version, a modern reinterpretation of the same track, which reinterprets the classic for the present day.
The two names are no coincidence: they reflect the product's own journey, from the classic Crystal Collection to the new Iconic Collection.
Each pair of playlists was designed to translate the energy and tone of the fragrance it represents, from the romanticism of rose-tinted glasses to the sophistication of someone who exudes confidence. And we've made it all available on Avon's official Spotify profile, transforming the relaunch into a permanent asset for the brand: an experience that consumers not only feel in the perfume, but also listen to, save, and take with them as a playlist every day.
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