Written by Jenny Smith

Reese Witherspoon officially unveiled In Bloom, her contribution to Avon's celebrity fragrances, with a major launch in Times Square, New York.

The star hosted a special reception for over 100 top Avon representatives along with Geralyn Breig, senior vice president and president of Avon North America.

Her advert for the scent also featured on three of the most prominent "super signs" in Manhattan and thousands of samples were distributed to crowds in Times Square.

"The fragrance is sensual, romantic and alluring," Ms Witherspoon said.

"It is truly indicative of where I am in my life today - I'm feeling very strong and independent, and so happy."

Customers inside Times Square Studios were also able to shop with Avon representatives and enjoy the In Bloom experience.

Black Eyed Peas frontwoman Fergie is set to follow in Ms Witherspoon's footsteps by adding to Avon's celebrity fragrances with her own signature scent, while Christian Lacroix recently unveiled his second addition to the range, Absynthe.


(c) 2008 Adfero Ltd.