Black Eyed Peas singer Fergie has launched her third fragrance in partnership with Avon after Outspoken and Outspoken Intense. It's called Viva by Fergie. The perfume is all about empowerment and playing with the masculine and feminine boundaries in a woman...
The composition features notes of cool herbs, fierce lavender and intriguing vetiver. The advertorial promotion around the fragrance colored an amethyst tint shows a Fergie with lavender eyes and nail polish, inviting us to guess that lavender is a key impression in the scent.
While there are lavender perfumes which are used by women such as Jicky and English Lavender, and less well known ones, the note is skewed toward the male population. It can connote of the fougère genre which is masculine. It makes sense within Fergie's discourse on gender boundaries to use that note. Vetiver would also remind us of women's predilection for Vetiver by Guerlain, a men's scent. Cool herbs outline an aromatic facet which is more common in men's fragrances as well.
The singer however is not going as far as saying that her perfume is destined to both sexes. What interests her is to offer women an option to not feel weighed down by gender conventions while proclaiming 'Live by your own rules".
Available in 50 eau de parfum.