Shiseido plans to sign fragrance license with Max Mara

Shiseido intends to sign a long-term fragrance license with Italian fashion brand Max Mara. The license will be managed by Shiseido EMEA.

Shiseido states that fragrance has been a growth driver for its business in Europe.

Alberto Noé, President & CEO Shiseido EMEA said: “This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio driving mutual growth and new opportunities for both brands worldwide.”

In the past, Max Mara fragrances have been managed by Selective Beauty and also by P&G.

Max Mara’s fashion is distributed in 2,500 locations in more than 100 countries. The Max Mara
Fashion Group counts nine different brands. The company is privately held and managed
by the Maramotti family.