Marketing News

Shiseido Inks Fragrance License with Max Mara

Accord aligns with Shiseido's strategy to strengthen its fragrance portfolio.

Shiseido and Max Mara have inked a long-term fragrance license.

Shiseido EMEA, a subsidiary of Shiseido, will develop, produce and distribute fragrances under the Italian luxury fashion house.

In a press release from the company, Shiseido and Max Mara said they share their commitment to the highest standards of quality, innovation and customer satisfaction, and that the new collaboration aims to expand their global offering and leverage their combined expertise to create and offer innovative products to consumers worldwide.

“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 Uotani, chairman and CEO 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. I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”

In 2023, Shiseido’s overall fragrance sales reportedly rose 21% on a like-for-like basis. For this year in the EMEA region, the group estimates it will outperform the market, with growth of 13% on-year, driven by its fragrance activity and the Drunk Elephant brand.

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

In 2006, Max Mara signed a worldwide licensing agreement with Selective Beauty to produce and distribute prestige fragrances for the brand. The license was formerly managed through a venture between P&G’s Cosmopolitan Cos­metics division and the Max Mara Group. The brand stopped selling fragrances in the mid-2000s.

Max Mara is distributed in 2,500 locations in more than 100 countries.

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