Coty, Marc Jacobs renew their long-term fragrance licensing contract

Translated by
Nicola Mira
today Apr 24, 2019
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US cosmetics group Coty has renewed its fragrance licensing contract with luxury label Marc Jacobs. The term of the new contract was not indicated, though the deal was described as a “long-term partnership” in a press release.

Perfumes of the Daisy Marc Jacobs fragrance franchise - Coty

Coty and Marc Jacobs have been working together for over ten years. Among Marc Jacobs fragrances, the Daisy Marc Jacobs franchise, recently bolstered by the launch of Daisy Love Eau So Sweet, is one of the most successful lines. According to the NPD group, it was the fastest-growing fragrance line in the USA in 2018.
“There is an evident synergy between the expertise of Coty Luxury and the exceptional creative genius of Marc Jacobs, making the [Marc Jacobs] fragrance brand one of the most desirable and dynamic in the world,” said Edgar Huber, president of Coty Luxury, the division which also runs the Gucci, Chloé, Burberry and Miu Miu licences.

The announcement of the renewal of such a major licence contract for Coty was made at the same time as the deadline for the tender offer by Luxembourg-based investment company JAB, wishing to increase its stake in the fragrance and cosmetics specialist from 40% to 60%, expires on Wednesday April 24.
Ever since it acquired 40 beauty brands from the Procter & Gamble group, Coty has experienced a number of difficulties. In the second quarter of the 2018-19 financial year, closed on 31st December 2018, Coty recorded a revenue of $2.51 billion (€2.21 billion), equivalent to a 4.8% downturn.

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