Free for Him
Avon (2017)

Avon Free for Him (2017) is a modern post-aquatic abstract "blue" fragrance for men, a la Bleu de Chanel (2010) or Dior Sauvage (2015), released in several big markets for the brand; but not released in the US. Part of me thinks that Avon didn't believe US customers would be interested in an Avon take on the "blue" DNA popular among designers, because most US men buying these types of fragrances wouldn't want a "cheaper" brand like Avon anyway, since the "have-nots" that comprise most of its target market in the US these days were once "haves", and would rather scrimp or look for discounts on designers they can barely afford. Elsewhere in the world, where working class people live within their means and don't see shame in buying value-oriented cosmetics over prestige-oriented ones, or just have such a poor exchange rate on their currency and even wider resulting wealth gap that designers might as well be Creed, they would see appeal in an Avon-flavored blue fragrance. Chances are, grandmas and aunties are still going door to door or throwing Avon parties anyway, since online commerce is probably unreliable at best, meaning no Amazon, eBay, et al. The other part of me not focused on the geopolitical or socioeconomic reasons Avon would avoid bring a no-brainer sales monster like a men's "blue fragrance" to the US, thinks maybe it just has to do with not wanting to smell too much like designers in a market where brand cachet and face value mean so much to the average luxury buyer, meaning Avon wants to avoid being seen as a clone house in the market where that accusation has the most likelihood of being lobbed at them. Either way, I'll probably just never know the real reason why "Bleu de Avon" never hit the US catalogs.

Avon Free for Him does have an awful lot going for it though, although as you might expect, doesn't try too terribly hard to do anything beyond being what it is. An unknown perfumer for one of the several chemical firms Avon deals with now, whipped up something that seems to pluck a note here and a note there from most popular blue juices, then tossed in some aromatic fresh fougère touches to give Free for Him some unexpected barbershop grounding. I'm not too surprised with that last bit, because Avon has always tossed nods to wet shavers since they were the brand's main concern on the men's side of the perfume market; but I am surprised to see them fuse what are effectively 90's fresh fougère tropes with 2010's modern mass-appeal leanings. Free for Him opens similarly to Dior Sauvage, with a sharp synthetic bite brightened up by filtered bergamot essence and curved inward with a bit of lavandin. Unlike Sauvage, Free for Him doesn't immediately become an ambroxan and norlimbanol bomb, but instead swirls some violet leaf and ginger around with some metallic geranium. The latter mixing with the lavandin up top really connects me to fragrances like Paco Rabanne XS pour Homme (1993) or the brand's own Avon Maxx (1996), before the more subtly-applied ambroxan meets evernyl and some white musks to make a near-fougère feeling. Creed Himalaya (2002) meets Luna Rossa Carbon (2017), doused in Chanel blueness and rounded out nice and neat, that's Avon Free for Him. Like Sauvage, you can become noseblind to this, so you have to watch not over-applying if you think it doesn't have enough performance. Trust me, everyone else smells it even if you don't. Best use for Avon Free for HIm is as a daily driver, office scent, or signature on a budget, year round.

The beauty of Avon Free for HIm is it doesn't really have any of the usual Avon hallmarks, like the house amber, big boat loads of tonka, or any odd artistic choices that pull it left of center. In other words, there is no Avon kitsch here, and nothing that makes Free for Him feel "weird" to the average person. Someone smelling this on you might just suspect it to be another modern-ish designer they just haven't sniffed before, making Free for Him a good sleeper to use when hanging with "the big boys" Conversely, long-time aficionados of Avon will find this total lack of quirkiness in Avon Free for Him to be the biggest failing, as it means you have an Avon fragrance that doesn't come across like one. For me personally, the upside-down bottle position with the cap stand is pretty neat, but we've seen that before with Rochas Man (2000), so that isn't kitschy enough. Avon only gives you 75ml here and not the usual 100ml, although you won't mind that too much as Avon Free for Him is so very potent. Guys looking for a cheaper (and arguably classier) alternative to Sauvage, Luna Rossa Carbon, and things of that ilk, which doesn't feel like a clone and has no rough edges at all, they are the ones who will love Avon Free for HIm best. Just be sure you're not from the US, because your only option for getting this if you are include surfing eBay or other sites for Avon resellers in other countries willing to ship internationally. I ended up loving Free for Him so much I ordered back-up after locating such a seller. I mean, I love metallic 90's fougères, so tossing in 2010's "blue" DNA and a touch of synthetic moss a la Montblanc Legend (2011) is going to spell instant love for me, and super easy dumb reach. Barring any of my theories on why Avon withheld this from the US, they really missed an opportunity with Avon Free for Men. Thumbs up