By April MacIntyre Oct 16, 2009, 15:48 GMT
Avon Products Inc. has signed one of hip-hop’s fittest sirens — Black Eyed Peas frontwoman Fergie - to promote a new fragrance.
Fergie of The Black Eyed Peas. Avon Products Inc. has signed one of hip-hop’s fittest sirens — Black Eyed Peas frontwoman Fergie - to promote a new fragrance. EPA/PAUL MILLER
WWD reports the deal comes on the heels of a record-breaking 26-week run for the Peas -at number one on Billboard’s Hot 100 chart for “Boom Boom Pow” and “I Gotta Feeling,” and serves as Avon’s answer to last summer’s deal between Parlux Fragrances Inc. and Jay-Z, Kanye West and Rihanna, not to mention Coty’s signing of Beyoncé Knowles.
Fergie, 34, (Stacy Ferguson), joins Reese Witherspoon; Patrick Dempsey and his wife, makeup artist Jillian Dempsey; Courteney Cox; Derek Jeter; Jennifer Hudson, whose contract is due to expire for Avon, and in Latin America, Salma Hayek. Avon’s designer alliances have included Cynthia Rowley, Christian Lacroix and Emanuel Ungaro.
“I love the roster of women Avon has supported,” said Fergie in a phone interview from Auckland, New Zealand, where she just completed the Eastern leg of a world tour with the Peas to promote their latest album, “The E.N.D.” “Each one is completely different, but they are all wonderful, strong women who have a purpose. It was very important to me to bring what I have to the table. I’m a bit more rock ’n’ roll than some of the other artists, and Avon has really allowed my personality to come through.”
WWD reports the as-yet unnamed fragrance will be available next year through Avon sales representatives.
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