Shiseido, Max Mara to Ink Fragrance License


PARIS – Shiseido and Max Mara said they intend to enter into a long-term fragrance license, under which the Japanese beauty giant will develop, produce and distribute fragrances under the Italian luxury fashion house.

The license will be operated by Shiseido EMEA, which is a full subsidiary of Shiseido.

The company underlined how in recent years the global fragrance market has become among the growth drivers for Shiseido’s European business, whose focus has been on that product segment.

“The development, production and sales of Max Mara‘s fragrances are expected to contribute to further global growth of Shiseido’s fragrance business,” Shiseido said in a statement released Thursday. “Shiseido and Max Mara share their commitment to the highest standards of quality, innovation, and customer satisfaction.”

“Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, which is loved worldwide for its high quality, uncompromising brand value, and design sensibilities,” said Masahiko Uotoni, chairman and chief executive officer of Shiseido. 

“Through discussions with chairman Luigi Maramotti, I’ve come to know that both companies share many values related to our corporate cultures, management philosophies, and talent development, and I’m honored that Shiseido has been able to connect with such a partner,” he continued. “I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”

Max Mara RTW Fall 2024

Max Mara RTW Fall 2024

Givanni Giannoni/WWD

“It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business,” said Maramotti. “Shiseido is a company with a rich history and impressive track record to always show the ability and the courage to research, develop, and innovate.

“I have personally followed Shiseido with keen interest,and I have long-admired their product strategies,” he added. “I have connected with their management team on a number of occasions in the past, and have always been impressed by their drive and professionalism. We share a very similar corporate culture: one based on the centrality of human resources; deep respect for the company’s founding principles, and an honest and respectful relationship style.

“I was very happy to find in chairman, Mr. Masahiko Uotani, someone with whom I share the deepest core values that are necessary to make such a venture successful,” said Maramotti.

“This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio driving mutual growth and new opportunities for both brands worldwide,” said Alberto Noé, president & CEO Shiseido EMEA. “The collaboration of our two companies, with their unique heritage and strengths will open a new path to exceptional beauty innovations for global consumers.” 



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