American perfume and cosmetics giant Coty is set to launch the first fragrance from the LeGer brand, founded by model Lena Gercke.
Beauty giant Coty continues to expand its already extensive portfolio of licenses. Celebrating its 120th anniversary this year, the American group continues to establish itself as a benchmark for brands and personalities wishing to launch their own fragrance line.
Such is the case of German model and TV presenter Lena Gercke, who has just signed a long-term licensing agreement with Coty. Already at the helm of a ready-to-wear brand launched in 2017 with online retailer AboutYou, the 36-year-old intends to diversify her activities.
“Lena’s brand, LeGer, is one of the fastest-growing personal fashion brands in Germany, creating unique and timeless pieces that empower women through fashion. Together, we are delighted to be working with Lena to strengthen her presence in the beauty market with a fragrance that is authentically hers,” said Stefano Curti, Chief
Brands Officer Consumer Beauty at Coty.
The contract between the American company and the German model covers all stages of development, production and distribution of the first LeGer fragrance.
A diversified brand
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