Shiseido Wins Max Mara Fragrance License

Shiseido is including to its perfume portfolio.

On Thursday, the Tokyo-based firm introduced it had entered right into a “long run” settlement with the Italian vogue home Max Mara to develop, produce, market, and distribute its branded fragrances.

Max Mara beforehand provided perfume within the mid 2000s, however the scents have been later discontinued. Shiseido has quite a few perfume licensing offers inked with vogue homes, together with Narciso Rodriguez, Issey Miyake and Tory Burch.

2024 has seen a flurry of licensing agreements, with Coty signing Marni and renewing its settlement with Jil Sander in February, whereas L’Oréal added a Miu Miu licence to its portfolio in the identical month.

In a press release, Luigi Maramotti, chairman of Max Mara Style Group, described the partnership as a “nice alternative” for the model, and mentioned the 2 corporations had widespread floor with each their company tradition and core values. Masahiko Uotani, chairman and chief government of Shiseido added that he was attracted by Max Mara’s wealthy historical past, luxurious credentials and world attraction. “I firmly consider that our partnership will contribute to our perfume enterprise, not solely by means of additional development, however by additionally creating synergies.”

Signal as much as The Business of Beauty newsletter, your complimentary, must-read supply for the day’s most essential magnificence and wellness information and evaluation.

Study extra:

Luxury Brands Might Think Twice Before Buying Back Their Beauty Lines

Seeking better possession — each of picture and revenues — extra vogue homes are wresting again management of their magnificence licences. However operating a magnificence enterprise can stretch in any other case well-resourced, highly effective corporations past their capabilities.