One of the great parts of writing about perfume is the wide variety of fragrance which is available. One of the things which particularly pleases me is that even on the lower priced end of the spectrum there are some excellent perfumes being produced. Ever since I started Colognoisseur a friend I’ve known since high school has kept me supplied with the latest offerings from Avon. The brand is undergoing a transformation within their fragrance offerings getting better while following the current trends more closely. When I was sent the new Holiday offering for 2017, Prima Noir, I kept going back to the strip it was sprayed on during the first night as I was comparing to the other samples I had received in the mail. I came to the realization that on this night the best thing in front of me was Prima Noir.
This more forward-thinking approach to perfume has come under the stewardship of Isabel Lopes who has been overseeing this part of Avon since 2014. There has been an obvious uptick in the releases over that time. There has also been a more focused PR campaign which matches some of their department store competitors. Prima Noir is the flanker to 2015’s Prima both are represented by American Ballet Theatre dancer Courtney Lavine. Prima was a rose and patchouli representation of flowing pink silk as it ripples in the air during a grand jete. It was meant to be an everyday perfume. Prima Noir also has Ms. Levine as its face but instead of leaping through the air she is pirouetting in place concentrating the colors of her costume. Prima Noir mixes violet, jasmine, and vanilla in a dynamic rotation.
The perfumer behind Prima Noir is David Apel who has worked this style of fragrance for some of his niche clients. I think that shows here because he finds some nice ways of presenting the three ingredients. It starts with the violet as it dances like this perfume’s sugar violet fairy. It dances with the sweeter candied version of the flower inviting you in. The jasmine is one of the expansive synthetic versions scrubbed clean of the obstreperous indoles in place of a contained effect of pure flower power. As the violet inserts itself within the bubble the jasmine provides it is like a petaled snow globe. The depth and the noir part come courtesy of a rich vanilla base note. Mr. Apel tunes this so that it never becomes cloying it instead offers a subtler shading of vanilla. What then happens is the violet, jasmine, and vanilla all combine into a cozy winter accord which lasts for hours.
Prima Noir has 12-14 hours longevity and average sillage.
On the days I wore this I got several compliments from my co-workers. I am used to them asking me, “what are you wearing today?” Most of the time my answer is disappointing due to price or availability. This time the smiles which broke out when I answered, “Avon Prima Noir” told me my local rep was going to get some calls. If you haven’t checked out Avon in years Prima Noir is an excellent example of the changes on the fragrance side of the brand for the better.
Disclosure: This review is based on a sample provided by Avon.