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'In Bloom' - New Perfume By Reeze Whiserspoon And Avon


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By Margarita Nahapetyan

The famous Oscar winning actress and a model for a cosmetics firm Avon, Reese Witherspoon, has become the latest celebrity to launch her own perfume. The fragrance will be called 'In Bloom' and will be the star's first attempt in the perfume business. This way Reese will be following the footsteps of many Hollywood stars like Halle Berry, Beyonce Knowles and Britney Spears, who have already launched their own fragrances.

The fragrance will feature the floral scents of gardenia, magnolia, Georgia Peach tea leaves and jasmine. The actress revealed that the scent was inspired by her childhood and that she chose those ingredients as they reminded her of home. "In developing 'In Bloom', I found myself drawn to the scents of my childhood in Tennessee. We had a great big magnolia tree in the backyard, and it is that beautiful white blossom that inspired the perfume," Witherspoon explained.

The actress added that her perfume is also indicative of where she is in her life at present time. According to her, at this point she feels very strong and independent, as well as happy and full of life. The fragrance truly captures that feeling - "it is very sensual, very romantic and alluring," Reese said.

'In Bloom' is the largest fragrance initiative this year for Avon, which has been building its scent stable by working in collaboration with famous designers such as Emanuel Ungaro and Christian Lacroix and stars like Derek Jeter and Patrick Dempsey. Reese Witherspoon without any doubt adds a new level of celebrity power to the direct-sales giant company's lineup.

The launch of the new fragrance coincides with a difficult time in the economy, with sales of beauty products - believed to be recession-proof -- on the decline. According to a joint report from NPD Group and Information Resources Inc., sales of women's perfumes dropped 5 per cent in 2008 when compared to 2007, and men's fragrances fell 8 per cent. However, there is also evidence that even as consumers are trying to now save more, they are also changing their usual channels for beauty purchases, by switching to making purchases online and from TV shopping networks.

Avon has relied heavily on Reese Witherspoon, one of the Hollywood favorite actresses, since appointing her as its first brand ambassador back in 2007. In addition to appearing in many of the company's advertisements, Witherspoon also makes regular appearances in support of Avon's charitable events, such as efforts to end domestic violence, for example.

The actress admitted that while the almost 2-year development process was more "complicated" than she could have ever imagine, it was also a sort of an excitement for her. "I am such a girly girl anyways," she said during her trip to New York last week, where she was spotted near her hotel suite wearing a pink Valentino dress and matching Christian Louboutin shoes. "I really enjoy makeup and perfume," Reese said.

'In Bloom' is expected to come to the stores in the upcoming November. The launch will include a limited-edition perfume in a gift box, with a bottle charm of Witherspoon's monogram, for $59. Eau de Perfume will be on sale for $34, while the other beauty products from the collection -- body mist, body lotion and shower gel -- will be priced $15 each.

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