Coty to “revive” Marc Jacobs Beauty with expanded license agreement

22 Aug 2023 --- Marc Jacobs has added beauty to its long-term license agreement with Coty, one of the world’s largest beauty companies with a portfolio of “iconic” brands across fragrance, color cosmetics and skin and body care.

Marc Jacobs Beauty was initially launched in 2013 in partnership with Kendo Brands, but the contract ended in late 2021. Meanwhile, Coty held the license for Marc Jacobs Fragrances for 20 years. With the new agreement, Coty’s support for Marc Jacobs will now extend for over 15 years.

Coty’s addition of Marc Jacobs Beauty comes at the same time as the recent opening of the brand’s flagship store on LazMall – a major e-retailer in the promising Southeast Asia region – delivering beauty products to over 90 million consumers.

“Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, [beauty], to our long-successful partnership with Coty,” says Marc Jacobs’ CEO Eric Marechalle.

“Bringing Marc’s creative vision to life is our constant goal, and beauty plays a crucial role in delivering that to our consumers. The loyal fans of Marc Jacobs Beauty, who have been enthusiastic in their wishes for its return, speak to Marc’s unwavering cultural relevance and the importance of aligning with a partner that shares our values and commitment. Coty has proven to be the team to bring Marc Jacobs Beauty to new heights.”

Expanding beauty
Marc Jacobs says it “seamlessly aligns” with Coty’s values, providing a natural foundation for the next phase of the relationship.

Marc Jacobs' Daisy fragrance is its most successful to date.Amplifying the fashion giant’s e-commerce footprint for its beauty products is the shared strategic priority of the companies.

“The revival of Marc Jacobs’ cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers worldwide who have been campaigning for its return. This agreement reinforces Coty’s position as a go-to partner for global fashion houses and brands that share our ambition of creating leading beauty portfolios,” says Sue Nabi, Coty’s CEO.

“The expansion and extension of our longstanding agreement with the house of Marc Jacobs, now in its 20th year, is a testament to the enduring success of our partnership and the brand’s potential.”

Coty serves consumers across the globe, selling prestige and mass-market products in approximately 126 countries and territories.

Fragrance achievements
The Daisy Marc Jacobs fragrance remains one of the brand’s most significant achievements. In 2018, it was the fastest-growing franchise among the top ten women’s fragrances in the US and continues to be ranked at number six.

“Through its partnership with Coty, Marc Jacobs’ Fragrances have achieved great success, growing to become one of the top ten female fragrances worldwide, thanks to the iconic Daisy Marc Jacobs and Perfect Marc Jacobs franchises,” continues Nabi.

The Perfect Marc Jacobs fragrance was made to embody Marc Jacobs’ personal mantra: “‘I am perfect as I am.” In 2020, it became the biggest prestige fragrance launch across the US, UK, Canada and Australia.

Recognized at the 2021 US Fragrance Foundation Awards, Marc Jacobs Perfect Eau de Parfum won in three of the foundation’s most prestigious categories: Consumer Choice – Women’s Prestige of the Year,’ ‘Prestige/Popular – Packaging of the Year’ and ‘Media Campaign of the Year – Women’s.’

In related news this week, Coty renewed its long-term license agreement with sport athletic apparel and footwear company Adidas.

By Sabine Waldeck

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