Italian luxury fashion house Max Mara has recently announced a significant partnership with Japanese cosmetics group Shiseido in the fragrance sector. The collaboration entails a long-term agreement where Shiseido will hold the exclusive worldwide license to develop, produce, market, and distribute fragrances under the esteemed Max Mara brand.
Shiseido EMEA, a subsidiary of the Japanese beauty giant, will oversee the management of the fragrance license. This strategic move is anticipated to bolster the global expansion of Shiseido’s fragrance business, marking a pivotal moment for both companies.
Luigi Maramotti, chairman of Max Mara Fashion Group, expressed enthusiasm about the partnership, stating, “It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business. 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.”
Alberto Noé, president and chief executive of Shiseido EMEA, echoed Maramotti's sentiments, emphasizing the strategic alignment of the agreement with their brand portfolio strengthening strategy. Noé remarked, “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.”
This partnership between Max Mara and Shiseido signifies a union of two industry powerhouses with a shared commitment to excellence and innovation. The collaboration is poised to bring forth a new era of fragrance offerings that cater to the discerning tastes of consumers worldwide.
