Japanese beauty giant Shiseido is expanding its fragrance portfolio. On Thursday, the Tokyo-based company announced a “long-term” agreement with Italian fashion house Max Mara to develop, produce, market, and distribute branded fragrances. This marks Max Mara’s return to the fragrance market after discontinuing its scent line in the mid-2000s.

Shiseido’s Licensing Strategy

This collaboration adds Max Mara to Shiseido’s robust licensing portfolio, which already includes brands like Narciso Rodriguez, Issey Miyake, and Tory Burch. 2024 has seen numerous high-profile licensing agreements, with Coty signing Marni and extending its deal with Jil Sander, while L’Oréal added Miu Miu to its lineup.

Statements from Leadership

In a statement, Luigi Maramotti, chairman of Max Mara Fashion Group, described the partnership as a “great opportunity” and emphasized the shared values and corporate culture of both companies. Masahiko Uotani, chairman and CEO of Shiseido, praised Max Mara’s rich history and luxury credentials, noting that the partnership would not only spur growth but also create synergies within Shiseido’s fragrance business.

This strategic move signifies Shiseido’s aim to solidify its foothold in the luxury fragrance market while leveraging Max Mara’s global appeal. The partnership is expected to rejuvenate Max Mara’s presence in the fragrance sector, offering new opportunities for both brands.