Coty Inc. has renewed two lengthy operating mass-market perfume licenses.
The magnificence firm’s license settlement with Dutch vogue model Mexx, which started in 2016, has been prolonged for no less than 25 years, encompassing all Mexx fragrances and colognes.
Mexx’s perfume line was first launched in 2000 with Mexx Man and Mexx Woman. Today, it has grown to turn into one of many prime 4 perfume manufacturers in Germany. In 2023, it unveiled a collection of limited-edition fragrances together with Summer Bliss and Black & Gold.
At the identical time, Coty has renewed its license with German underwear model Bruno Banani for 20-plus years.
“We are delighted to additional strengthen our thriving relationship with Mexx. This long-term extension of our partnership will allow us to speed up the model’s momentum and gas bold enlargement plans into dynamic new markets and classes,” mentioned Sue Nabi, Coty’s chief govt officer.
On the take care of Bruno Banani, she added: “Since successful the license in 2015, Coty has cemented Bruno Banani’s place as Germany’s main perfume model with the enduring Man and Woman. With the introduction of additional blockbuster perfume improvements, resembling Loyal Man and Magnetic Woman, in addition to different extremely profitable physique care traces, Coty has constructed Bruno Banani into one of many main client magnificence manufacturers in Germany, Benelux and Eastern Europe.”
Coty’s different mass perfume licenses embody Jovan, David Beckham, Vera Wang and Nautica. In the higher-end status phase, it holds the license for Gucci, Burberry, Calvin Klein, Hugo Boss, Marc Jacobs, Chloé, Davidoff and Jil Sander, amongst others.
https://wwd.com/beauty-industry-news/fragrance/coty-fragrance-germany-licenses-mexx-bruno-banani-1236160000/
