Max Mara relaunches its fragrance business with Shiseido

Shiseido has signed a long-term contract with Max Mara. The Japanese group is thus entitled to develop, produce, market and distribute fragrances under license in the colors of the Italian fashion house.


Last week, Shiseido announced a long-term exclusive worldwide licensing agreement with the Max Mara brand.


The fragrance license will be managed by Shiseido EMEA (Europe, Middle East and Africa), a consolidated subsidiary of the Japanese beauty specialist.


This tie-up should help boost the global growth of Shiseido’s fragrance business.


Resurrection in beauty


Max Mara had not marketed a fragrance under its own name since the mid-2000s. In its latest foray, in 2006 the fashion house commissioned Selective Beauty to manage the production and marketing of its prestige fragrances. In addition, a joint venture was signed with the cosmopolitan cosmetics division of American retail giant Procter & Gamble.

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Featured Photo: © Max Mara

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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