Avon Announces Partnership with Multi-Platinum Recording Artist, Fergie

Avon Products, Inc. has announced a new partnership with multi-platinum recording artist, Fergie. This partnership will allow Fergie to develop and market her first fragrance under the popular and well-respected Avon line of cosmetics and beauty products. The fragrance is currently in development and will be released for sale exclusively through Avon Representatives in late 2010.

According to Jeri Finard, Senior Vice President and Global Brand President of Avon, the company is "excited to team up with Fergie because she is a strong, confident woman who stays true to herself and her beliefs. She inspires others with the empowering message that anyone can make their dreams come true."

In development now, Fergie will be intimately involved in the development of the fragrance, including the scent, packaging, name and campaign. The fragrance will launch globally in August 2010 and in the U.S. in November 2010 and will be available exclusively through Avon Representatives worldwide.

Fergie welcomes the opportunity to express her originality and confidence with her fans through the new product, and is excited to be working with Avon because of their reputation for supporting and promoting the success of women.

Fergie differs drastically from other celebrities such as Reese Witherspoon, Courteney Cox, and Patrick Dempsey who have formed partnerships with Avon over the years. While fresh-faced Witherspoon embodies the look of the "girl next door", Fergie's look is harder, edgy, and more rebellious.

Fergie, born Stacy Ferguson, has been singing and acting since childhood. She landed a role on the popular Disney show "Kids Incorporated" and later sang in the group Wild Orchid. Fergie is currently the lead singer for the hip-hop group The Black Eyed Peas and also has a successful solo album under her belt. Unfortunately, she is also known for her past addiction to crystal meth.

People Magazine reported that Fergie spoke of meth as the "hardest boyfriend I ever had to break up with." According to The Partnership for a Drug-Free America, crystal meth is usually smoked, but it can be injected or snorted. The drug is used because of its euphoric effects. Short term effects of the drug are similar to cocaine, but they last much longer. Meth can cause violent behavior and users may experience homicidal or suicidal thoughts, anxiety, paranoia and insomnia. Long term effects are serious and can lead to brain damage and death.

While Fergie claims to no longer abuse the drug, is a person with such a checkered past a good partner for Avon? Avon products are sold exclusively by independent representatives, usually door-to-door and they sell to women of all ages. Younger Avon users may embrace Fergie's look, music and persona, but older generations with more traditional values may not relate to her. Only time will tell if Avon users are ready to be "Fergilicious".

Sources: Claudia Shaum, "Avon Forges Partnership with Multi-Platinum Artist Fergie, Avon, Inc.

Stephen M. Silverman, "Fergie: Crystal Meth 'Hardest Boyfriend'", People Magazine

"Crystal Meth", The Partnership for a Drug-Free America, www.drugfree.org