Coty Inc. has renewed two long-standing mass market fragrance licenses.
The beauty company’s licensing agreement with Dutch fashion brand Mexx, which began in 2016, has been extended for at least 25 years to cover all Mexx fragrances and colognes.
The Mexx fragrance line was first launched in 2000 with Mexx Man and Mexx Woman. Nowadays, he has grown to be one of Germany’s top four fragrance brands. In 2023, it launched a series of limited edition fragrances including Summer Bliss and Black & Gold.
At the same time, Coty renewed its more than 20-year license with German underwear brand Bruno Banani.
“We are delighted to further strengthen our successful relationship with Mexx. This long-term extension of our partnership will accelerate the brand’s momentum and drive our ambitious expansion plans into dynamic new markets and categories. ,” said Coty CEO Sue Nabi.
Regarding the deal with Bruno Banani, she added: “Since acquiring the license in 2015, Coty has cemented Bruno Banani’s position as Germany’s leading fragrance brand with its iconic Man and Woman products, including ‘Royal Man’ and ‘Magnetic Woman.’ With the introduction of its blockbuster fragrance innovation and other highly successful body care lines, Coty has built Bruno Banani into one of the leading consumer beauty brands in Germany, the Benelux and Eastern Europe. . ”
Coty’s other mass fragrance licenses include Jovan, David Beckham, Vera Wang, and Nautica. In the luxury prestige field, Gucci, Burberry, Calvin Klein, Hugo Boss, Marc Jacobs, Chloe, Davidoff, Jil Sander and more.