By Barry Janoff
February 8, 2013: Old Spice is running a marketing campaign with Green Bay Packers wide receiver Greg Jennings in which men are asked to "Believe in your Smelf."
Avon Products is just asking men to smell like Chris Paul.
The brand has signed a deal with Paul, the all-star guard for the NBA's Los Angeles Clippers, to make him "the face of a new men’s fragrance, Untouchable."
Untouchable is scheduled to launch Father’s Day 2013, with marketing support that will feature Paul and his son, Christopher Emmanuel II. The fragrance will be available for $25 exclusively through Avon representatives.
According to Avon, they selected Paul because he is a "legend in the making. Paul — husband, proud father of two and founder of the CP3 Foundation — represents the future of basketball and the power of the will to win." Financial details were not disclosed.
“The drive to win is what gets me out of bed every morning,” Paul said in a statement. “This new scent with Avon will capture the competitive attitude that motivates me to play my best on and off the court.”
In describing the new scent, Avon said it would "capture the thrill of hitting the court when the crowd is going wild, sinking the game-winning shot and bringing home victory."
In addition to Avon reps, the company will be marketing via Internet and such social media destinations as FaceBook, Twitter, YouTube, InstaGram and Tumblr.
Although common among female celebrities (Britney Spears, Taylor Swift), the men's signature fragrance category has been a hard sell. Brad Pitt was used by Chanel No. 5 last year but in a campaign to sell woman's fragrances to women.
One exception: Michael Jordan, whose Jordan by Jordan line was launched in the mid-1990s by Bijan and is still evolving. One recent product, Flight, described as "strong and characteristic aromas of sage, pepper and cedar, while a base closes with amber, vetiver and sea moss," came with rubber packaging to resemble Air Jordan basketball shoes.
Whether Avon will be as creative remains to be seen.
"A fragrance is part of what defines you and when you meet someone for the first time, that is how they are going to remember you," Paul explains in a promo video for Untouchable, in which he is seen playing with his son. "This is the most memorable and exciting [photo] shoot that I've even part of for the simple fact that [my son] is here and he is part of it."
Paul's endorsement deals also include Nike's Jordan Brand and a current campaign for State Farm (in which he is separated from "twin brother" Cliff at birth). He also stars in a new NBA commercial for the BIG campaign directed by Spike Lee.
According to Meg Lerner, vp-marketing for Avon North America, “Chris Paul is such an incredible role model. He is truly living the American dream, and he owes it all to his hard work and dedication. The new fragrance represents that commitment and all that he has achieved at such a young age.”
State Farm Has Double Vision With Chris Paul
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