A new whiff has entered the Ironman field. Cosmetics giant Avon Products Inc has joined forces with the Ironman brand to launch a signature men’s fragrance collection named after the legendary triathlon. The Ironman Fragrance Collection, featuring an eau de toilette spray, after shave conditioner and antiperspirant, will be unveiled just before the 2008 Ford Ironman World Championship in Kailua-Kona, Hawaii. The fragrance’s tagline, ‘Anything is Possible’ is also the Ironman mantra for worldwide ironman triathlon events.
The collaboration with Avon marks Ironman’s first foray into the fragrance industry. “As the leading endurance brand, Ironman is proud to be partnered with an iconic brand such as Avon, the world’s largest direct seller, to develop a line of products that match the vigour every Ironman possesses," said Bill Potts, Ironman’s Vice President, Marketing and Business Development. "The Avon Ironman Collection will provide products for the Ironman in every man."
The Ironman fragrance comes in a sleek yet rugged bottle with an organic feel. The top is designed to look like a bike grip and endeavours to evoke the athleticism that inspired the fragrance. A black-on-black carton features icons of each of the triathlon disciplines, with a footprint representing running, waves representing swimming, and tire tread representing cycling.
“The Ironman triathlon defies barriers from language and nationality to age and gender,” explained Philippe Hostalery, Group Vice President, Global Beauty Brands for Avon. “As a global company, we wanted the Ironman collection to capture both the global spirit of the race and the ‘Anything is Possible’ mentality that accompanies it.”
The signature scent of the Ironman collection, developed by Drom fragrance house, is a ‘fusion of energising citrus and exotic spices spiked with rich woods’. Notes of ginger, sparkling lime and violet mingle with mid notes of nutmeg, rain mist accord and vetiver, and are grounded in a base of patchouli, cedarwood, wiliwood accord and tree moss.
Ironman competitor Matt Miller is the face of the new collection, bringing both his physical presence and charitable spirit to the products. Miller is the founder of the C Different Foundation, an organisation dedicated to helping visually impaired athletes participate in events worldwide.
“I’m proud to be working with Avon in celebration of the race that I love,” said Miller. "Since the Ironman has really defined my life, I’m really excited to bring the thrill and excitement of the race to people everywhere with this new collection."
The Ironman Fragrance Collection will roll out globally in April 2009. The US launch will follow in May 2009.
