I have an old high school friend who lives in Pennsylvania and she is an Avon salesperson. She asked me if I had an opinion on the recent Avon perfumes. I told her I hadn’t given them a thought in years. As we corresponded I realized how shortsighted that view was. Many of my favorite perfumers work on briefs for Avon. Just in 2014 here is the list of perfumers who have composed perfumes for Avon: Laurent Le Guernec, Harry Fremont, Frank Voelkl, Alberto Morillas, Calice Becker, Pierre Negrin, Nathalie Lorson, and Rodrigo Flores-Roux. Pretty impressive lineup for perfume which runs about $20-30 a bottle.
For that price we are not talking about perfumes which are loaded with essential oils these talented perfumers are employing the cost-efficient synthetic ingredients on their perfumer’s organ. You could make the case that these are more difficult to compose with and tease nuance out of. In response to my lack of knowledge my friend sent me a huge box of many of the current Avon perfume offerings. After spending a few weeks with them I was very pleased to find there were more than a few which rose above the others. Tomorrow in Discount Diamonds I will give a bunch of short reviews of my favorites but for today’s column I want to focus on the one which was hands down my favorite in the box Flor Alegria.
Flor Alegria was composed by Rodrigo Flores-Roux under the Creative Direction of Isabel Lopes. Ms. Lopes recently took over the creative direction for the fragrance division and one thing I can state assuredly Ms. Lopes has a consistent aesthetic she is asking for from the perfumers she oversees. For the women’s perfumes pretty and light. For the men’s colognes bracing and woody. Nobody should expect anything different from a mass-market brand like Avon but just as with any niche brand which has an active creative director who keeps true to the brand, Avon is no different. Just a different audience and by this point in time they should have a good idea what sells to that audience. As I tried these perfumes what I kept coming away with was simple does not have to be uninspiring. Sr. Flores-Roux puts a strong exclamation point on that thought with Flor Alegria.
Flor Alegria inhabits one of the styles of perfume I always have difficulty with, fruity floral. What I liked about it was Sr. Flores-Roux was able to balance these synthetics, which can be harsh in excess, and in the case of Flor Alegria turn them into a perfume that was pillow soft.
The top notes are citrus and passionfruit. When it comes to citrus in a perfume Sr. Flores-Roux knows how to use it to precise effect. He wants the passionfruit to be the top but if it was left alone it probably would have become cloying and overwhelming. By using citrus to curtail some of that exuberance he strikes a perfect balance. The heart is rose in all of its powdery sweet floral glory. Here he has to be careful to not let the powder get out of control because his base of iris could’ve doubled down on the powderiness. Instead the iris provides a bit of powder but it is complementary to the rose. The overall effect is a downy fruity floral that was very pleasing to wear.
Flor Alegria has 10-12 hour longevity and above average sillage.
The whole Avon collection I tried was much better than one might expect for perfumes costing $20. On the other hand talent is talent and if Sr. Flores-Roux is making a fragrance he can probably make a good one from sealing wax and twine. Flor Alegria is an example of Sr. Flores-Roux working at the top of his game to make a pretty fruity floral and sometimes pretty is all you need.
Disclosure: This review was based on samples provided by Avon.