Shiseido and Italian luxury fashion house Max Mara have entered into a long-term fragrance partnership.
The licence will allow the Japanese beauty brand owner to develop, produce, market and distribute fragrances under the Max Mara brand.
Shiseido said the deal aims to improve the global growth of its fragrance arm, which includes licences for Narciso Rodriguez and Issey Miyake.
“I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies,” said Masahiko Uotani, Chairman and CEO of Shiseido.
Max Mara was established in 1951 by Achille Maramotti in Italy and has over 2,000 global stores.
It introduced its first scent, Max Mara for women, in 2004, which offers notes of ginger, citruses and orchid.
The fashion house launched several more fragrances including Kashmina Touch, built around woods and musks, and Le Parfum, which has more floral and spicy notes.
“It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business,” added Luigi Maramotti, Chairman of Max Mara Fashion Group.
“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.”
