Shiseido and Italian luxury fashion house Max Mara have announced their intention to enter into a long-term partnership, under which Shiseido will have the exclusive worldwide licence to develop, produce, market and distribute fragrances under the Max Mara brand. The terms of the partnership will be incorporated into a formal licensing agreement. Shiseido and Max Mara share a commitment to the highest standards of quality, innovation and consumer satisfaction. This new collaboration aims to expand both companies’ global offerings and leverage their expertise to jointly create and offer innovative products.
Driven by its corporate mission, “BEAUTY INNOVATIONS FOR A BETTER WORLD”, Shiseido aims to become a global leader through its HERITAGE. In recent years, the global fragrance market has become one of the growth drivers of Shiseido’s European business, specialising in the field of perfumes. The development, production and sales of Max Mara fragrances will contribute to the global growth of Shiseido’s perfume business. Shiseido has reached an alliance with Max Mara for the formation of a new licensing agreement.
Masahiko Uotani, Chairman and CEO of Shiseido, said: “As a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, a brand that is highly regarded around the world for its high quality, unquestionable brand equity and design sensibility. Through discussions with President Luigi Maramotti, I have come to learn that both companies share many values related to our business cultures, management philosophies and talent development, and I am honoured 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 also by creating synergies”.
Luigi Maramotti, Chairman of Max Mara Fashion Group, said: “It is a great opportunity for Max Mara to enter into such a visionary collaboration in the fragrance business. Shiseido is a company with a long and rich history that has always demonstrated the ability and courage to research, develop and innovate. Personally, I have followed Shiseido with great interest and have long admired their product strategies”.
“I have been in contact with their management team on several occasions and have always been impressed by their dynamism and professionalism. We share a very similar corporate culture based on the centrality of human resources; a deep respect for the founding principles of the company; and an honest and respectful relationship style. I was delighted to find in the President, Masahiko Uotani, someone with whom I share the deeper values that are necessary to make such a company a reality“.
Alberto Noé, President and CEO of Shiseido EMEA, added: “This upcoming agreement aligns with our strategy to strengthen our portfolio of fragrance brands, driving mutual growth and new opportunities for both brands worldwide. The collaboration of our two companies, with their heritage and strengths, will open a new path to exceptional beauty innovations for consumers around the world.
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