Free The Birds led the creation of Perfect Nonsense from the ground up, defining strategic positioning, tone of voice, identity and packaging design. Rooted in the idea of unexpected olfactory contrasts – like chocolate and tuberose or pepper and peach – the brand celebrates individuality, contradiction, and sensory storytelling.

The identity balances Avon’s revitalised motherbrand with the emotional, expressive cues needed for modern fragrance. A bold tagline – “Scents that make no sense, yet arouse every sense” – captures the tension at the heart of the brand, while vibrant, gender-fluid imagery and unconventional design elements signal its boundary-pushing character.

The result is a playful, disruptive and progressive brand world that breaks away from mass-market norms. Perfect Nonsense doesn’t just reflect a fragrance trend, it marks a strategic turning point for Avon, designed to resonate with a new generation and futureproof the brand’s relevance in the beauty landscape.

“Perfect Nonsense is a milestone for Avon – a disruptive, playful, and unexpected expression of who we are becoming as a brand. Free The Birds were instrumental in helping us shape the personality of this new fragrance collection. Their creative and strategic leadership ensured that this new platform reflects the aspirations of a new generation of beauty consumers, while staying true to Avon’s enduring spirit of innovation.”

Kristof Nierynck, CEO at Avon