Shiseido and Italian luxury fashion house Max Mara announced today that they would form a long-term fragrance bond, with Shiseido receiving the exclusive global license to create, manufacture, sell, and distribute scents under the Max Mara name. The partnership's agreed-upon essential elements will be formalized in a licensing agreement. The license will be administered by Shiseido EMEA, Shiseido's consolidated subsidiary.
Shiseido's business purpose, "BEAUTY INNOVATIONS FOR A BETTER WORLD," drives the company's ambition to "Be a Global Winner with Our Heritage." The worldwide fragrance market has been gradually developing in recent years, and perfumes have emerged as a development engine for Shiseido's European division, which focuses on the fragrance industry. The creation, manufacture, and sales of Max Mara scents are intended to help Shiseido's fragrance business expand further globally. Shiseido has struck a preliminary agreement with Max Mara for the formation of a new license relationship.
Masahiko Uotani, Chairman and CEO of Shiseido, said, “Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, which is loved worldwide for its high quality, uncompromising brand value, and design sensibilities. Through discussions with Chairman Luigi Maramotti, I’ve come to know that both companies share many values related to our corporate cultures, management philosophies, and talent development, and I’m honored that Shiseido has been able to connect with such a partner. I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”
Shiseido and Max Mara share a dedication to the highest levels of quality, innovation, and consumer pleasure. This new alliance intends to broaden both firms' global offerings and use their combined experience to develop and market innovative goods to customers globally.
Source: Shiseido Company
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