Shiseido and Max Mara have unveiled a new long-term fragrance licensing agreement that will see Shiseido EMEA take charge of developing, producing, and distributing fragrances under the Max Mara brand. This strategic move aligns with Shiseido’s focus on expanding its fragrance business, which has been a significant growth driver in Europe. The prestige fragrance sector in Europe saw a 22.8% increase last year, reaching €5.23 billion.
Shiseido’s Chairman and CEO, Masahiko Uotani, expressed his excitement about the collaboration, citing shared values and a commitment to high-quality and innovative products. Max Mara’s Chairman, Luigi Maramotti, echoed this sentiment, highlighting Shiseido’s impressive track record and their shared corporate culture.
Max Mara, renowned for its Italian luxury and iconic designs like the Teddy Coat, aims to enhance its fragrance offerings through this partnership. Previously, the brand’s fragrance license was held by Selective Beauty and a Procter & Gamble venture. With Shiseido’s expertise, Max Mara is set to make significant strides in the global fragrance market, further strengthening its brand presence worldwide.