Shiseido and Max Mara ink a long-term fragrance licensing deal


Italian fashion house Max Mara is attempting another comeback in perfumery, this time in partnership with Shiseido.

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. 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.

The two companies have inked a long-term partnership under which Shiseido will have the exclusive worldwide license to develop, produce, market, and distribute fragrances under the Max Mara brand. The license will be managed by Shiseido EMEA.

In recent years, fragrances have become one of the main growth drivers for Shiseido’s business in Europe. Shiseido posted a small loss in the first quarter due to restructuring costs, but maintained its growth forecasts for 2024.

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,” commented Luigi Maramotti, Chairman of Max Mara Fashion Group.

Max Mara made its debut in the fragrance business with Max Mara For Women, in 2004, then launched several perfumes such as Kashmina Touch and Le Parfum.



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