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The new agreement also supports an expanded product portfolio, with new launches planned across core fragrances.
April 29, 2025
By: Lianna Albrizio
Revlon Consumer Products LLC has renewed its nine-year global licensing deal for Juicy Couture fragrances with Authentic Brands Group.
Michelle Peluso, CEO of Revlon, said the deal serves as a testament to the enduring appeal of the Juicy Couture brand and the significant milestone in the ongoing revitalization of its fragrance business.
“We are excited about the momentum that we have established already,” said Peluso. “As we look ahead, we will further amplify our support of the brand with fresh and inspiring products, engaging marketing activations and new premium distribution channels that will further attract consumers in a category that is experiencing significant global growth.”
From its early 2000s fashion roots, Juicy Couture’s fragrance line has become a defining expression of the brand’s evolution, officials said. At the heart of this transformation is Viva La Juicy, a perennial bestseller and pop culture mainstay.
“We are pleased to continue our partnership with Revlon, a trusted collaborator that has played a pivotal role in propelling Juicy Couture fragrances to new heights,” said Jarrod Weber, global president, sports and lifestyle at Authentic. “Their dedication to honoring the essence of the brand, while continuing to evolve and innovate, has helped shape the Juicy Couture fragrance line into a global force. Together, we’ve created an experience that is unmistakably Juicy Couture and deeply connected to our community’s passion for beauty, fashion, and self-expression.”
As part of the deal, Revlon will continue to exclusively produce and market all Juicy Couture fragrance pillars worldwide. The new agreement also supports an expanded product portfolio, with new launches planned across core fragrances and scented ancillary lines.
Revlon’s fragrance portfolio includes iconic brands such as Elizabeth Arden, John Varvatos, Geoffrey Beene, Lucky Brand, Christina Aguilera, Elizabeth Taylor, Ed Hardy and Curve.
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