Revlon is breathing new life into its fragrance business after renewing its perfume licence with American lifestyle brand Juicy Couture.
The deal, made in partnership with Juicy Couture’s owner Authentic Brands Group, will see the US cosmetics brand continue to produce and market the label’s fragrances globally.
This includes its berry-scented hero product, Viva La Juicy, which has top notes of wild berries, middle notes of gardenia, and a base of caramel and praline.
Revlon also plans to expand the label’s scent library, with new launches planned across its core fragrance and scented ancillary lines.
The licence extension serves as a “significant milestone” in the “ongoing revitalisation” of Revlon's fragrance business, said Michelle Peluso, CEO of Revlon Group.
It builds on the company’s current fragrance portfolio, which includes Elizabeth Arden, John Varvatos, Geoffrey Beene and Lucky Brand.
The New York-based beauty business also holds the licences for Christina Aguilera, Elizabeth Taylor, Ed Hardy and Curve’s perfume lines.
Revlon previously handled singer Britney Spears’ perfume range, which has since found a new home with Give Back Beauty.
Peluso added: “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.”
Revlon originally signed on Juicy Couture in 2016, and claimed to have transformed the brand into a “cornerstone of global perfume trends”.
Jarrod Weber, Global President, Sports and Lifestyle, at Authentic Brands Group, said: “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.
“Their dedication to honouring 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 have created an experience that is unmistakably Juicy Couture and deeply connected to our community’s passion for beauty, fashion and self-expression.”
Revlon’s efforts to reenergise its fragrance division are a positive step for the previously embattled company, which exited its Chapter 11 bankruptcy proceedings in 2023.
Revlon Group fell into administration in June 2022, but eliminated more than US$2.7bn in debt from its balance sheet through an agreement with its lenders
The owner of Revlon, Elizabeth Arden, Mitchum and Almay then appointed Peluso as CEO in October 2024 to lead its “next phase of growth”.
Peluso succeeded Elizabeth Smith, who had been serving as interim CEO and Executive Chair of the board since August 2023.
Cosmetics Business reached out to Revlon for a comment, which was declined by the company.