Mercedes-Benz Signs Fragrance Partnership With Give Back Beauty

MILAN — Give Back Beauty and Mercedes-Benz Customer Solutions GmbH — a subsidiary of Mercedes-Benz Group AG — have inked a long-term enterprise partnership, WWD has realized.

The deal comes along with Give Back Beauty’s takeover of INCC Parfums, the automotive model’s license proprietor since 2011. Financial particulars of the deal weren’t disclosed.

With the transfer, Give Back Beauty will take cost of the creation, manufacturing, advertising and marketing and international distribution of fragrances below the Mercedes-Benz label, in addition to its associated manufacturers Mercedes-AMG and Mercedes-Maybach. These will be part of Give Back Beauty’s status division, which additionally contains licenses for luxurious manufacturers equivalent to Zegna, Elie Saab and Chopard.

“We are blissful to combine INCC below Give Back Beauty’s roof, since its key values, respect, innovation and social accountability are very in line with those of [our company],” mentioned Give Back Beauty’s founder and government chairman Corrado Brondi.

Founded in 1990 and specialised within the creation and growth of sustainable fragrances, Paris-based INCC Parfums additionally holds the license for fragrances and physique look after luxurious beachwear model Vilebrequin, which it signed in 2022.

Give Back Beauty will keep on this venture, too, with Brondi teasing that the launch of the road “is deliberate for 2025 and shall be strongly supported” by the corporate.

As for the Mercedes-Benz Parfums model, Brondi mentioned the mission is to raise it towards a luxurious and eco-responsible strategy, whereas persevering with to help the prevailing bestsellers.

The technique will comply with within the footsteps of the model’s Land, Sea, Air trilogy of scents launched final yr, crafted by IFF grasp perfumer Anne Flipo. The three-fragrance males’s vary was impressed by the German luxurious model’s personal signature star — which options three factors, every signifying a component — and marked the primary time Mercedes-Benz scents have been encased in recycled glass bottles with aluminum caps with outer packaging product of algae-derived biodegradable paper.


“In 2024, we’ll pursue the rollout of the [Land, Sea, Air] line and the primary Mercedes-AMG line in key territories across the globe,” Brondi mentioned. “This strategic strategy shall be strengthened by the launch of the primary Mercedes-Maybach perfume line” in September, he added. 

Distribution for the completely different manufacturers will align with their respective positionings, mentioned Brondi, with a wider footprint for Mercedes-Benz; a extra selective one with a concentrate on flagship fragrance shops for Mercedes-AMG, and a distinct segment distribution for Mercedes-Maybach, together with a preview on the Mercedes-Benz e-commerce and within the shops of MIOL — Maybach Icons of Luxury. 

Brondi underscored the general plan is to leverage Give Back Beauty’s international presence to spice up the INCC enterprise. The privately held magnificence group operates in additional than 130 international locations by means of retailers, direct-to-consumer channels and distributors and counts roughly 350 staff engaged in its a number of divisions scattered the world over. 

In addition to its Paris-based status phase devoted to luxurious manufacturers, Give Back Beauty has a way of life division together with the wonder licenses for Tommy Hilfiger and Iceberg, and a Los Angeles-based indie and expertise division that acts as an incubator for celebrity-backed manufacturers, such because the Florence by Mills model by actress Millie Bobby Brown. The firm additionally serves as a strategic and distribution accomplice for different fragrance and wonder labels, together with Dolce & Gabbana, Olaplex, Pink Sugar and Billie Eilish.

The INCC acquisition comes at a time of progress for Give Back Beauty. According to a press release, the group’s revenues multiplied by six occasions prior to now three years.

Recommended For You