Monday, 13 September 2021

TIMELESS by Avon

There are many fragrances that have stood the test of time and, against all the odds, have continued to appeal to both old and new fans. These are often under-appreciated gems because, after being on the market for such a long time, they can easily be seen as old fashioned or out of date. However, all it usually needs is a friendly nudge to bring them back into the spotlight. When Avon launched Timeless back in 1974 they could never have imagined that forty-seven years later it would still be such a firm favourite with their customers, or that it would share its famous birthday with pop supergroup ABBA.

Unless you’ve actually been living in a cave, the return of the second biggest Swedish export after Volvo has caused a music meltdown. I’m talking about ABBA. This pop group took the world by storm in 1974 when they won the Eurovision Song Contest, and they would go on to enjoy an incredible eight years of success before they began a very long pause in 1982. The group’s famous “Waterloo” was accompanied around the country by wafts of the brand new Timeless from Avon, so it seems fitting to revisit it on the occasion of ABBA’s reunion.

Avon has to be one of the most underrated perfume brands in the world. It’s a strong statement to make, but it’s a fact. The company was founded in 1886 by David H. McConnell, although until 1939 it was called the California Perfume Company. He was a door-to-door salesman and he had the great idea of switching from books to reasonably priced perfumes. You have to remember that perfume, and later cosmetics, were very much a luxury. So he was actually instrumental in giving women the opportunity to purchase for themselves rather than relying on the traditional route of it being gifted.

Avon
’s catalogue of fragrances is well over a thousand, and some have disappeared over the years, but Timeless is going nowhere. The company tried to discontinue it at one point but, such was the outcry, they quickly admitted defeat and brought it back. The formula has been tweaked over the years, and nobody knows who actually created it, but it still has a wonderfully seventies feel. The parallel to ABBA doesn’t stop with the launch year. Their latest single is called “I Still Have Faith in You” and, for many Avon fans, that is the message they continue to send to the company with every purchase of Timeless.

The fragrance opens with an intriguing blend of sparkling citrus, led by a green bergamot, but it’s also accompanied by an early appearance of the resinous amber base. As it develops you start to get a rich floral heart coming through thanks to the magnolia, rose and jasmine, but a woody blend of vetiver and cedarwood stops it becoming too dense. Alongside a touch of clove, the final pairing of sweetened patchouli and an iris-ladden musk provides a delicious quality that, as the note of oakmoss arrives, results in a wonderfully chypre finish. Timeless is definitely a force to be reckoned with, but isn’t that what the seventies was all about?

Timeless is available as an eau de toilette from the Avon website at avon.uk.com priced at £5 for 50ml. [Product was purchased]

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