Marc Jacobs International announced on Monday that it has signed an expanded long-term license agreement with Coty Inc., marking the brand’s return to the beauty space.
As part of the agreement, Coty, which has long held the license for Marc Jacobs fragrances, will now add beauty to the agreement.
The Daisy Marc Jacobs fragrance remains one of the brand’s biggest achievements to date. Most recently, in 2021, it was recognized at the U.S. Fragrance Foundation Awards, where Marc Jacobs Perfect eau de parfum won in three of the foundation’s most prestigious categories.
Print to that, in 2020, it became the biggest prestige fragrance launch across the U.S., U.K., Canada, and Australia. Likewise, in 2018, it was the fastest-growing franchise among the top 10 women’s fragrances in the U.S. and continues to be no. 6.
“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 limitless potential,” said Sue Nabi, Coty’s CEO.
“Through its partnership with Coty, Marc Jacobs’ fragrances have achieved great success, growing to become one of the top 10 female fragrances world-wide, thanks to the iconic Daisy Marc Jacobs and Perfect Marc Jacobs franchises. The revival of Marc Jacobs’ cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world 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.”
Marc Jacobs Beauty originally launched in 2013 in partnership with Kendo Brands and had a cult-following throughout the partnership, which came to an end in late 2021. In line with with Coty’s values, the essence of the Marc Jacobs brand celebrates diversity, inclusivity, self-love, and self-acceptance.
The agreement also includes amplifying Marc Jacobs’ e-commerce footprint. With the recent opening of the brand’s flagship store on LazMall – the leading e-retailer in the promising Southeast Asia region – Marc Jacobs is delivering exceptional beauty experiences to over 90 million consumers.
“Marc and I are pleased to add one of the most exciting categories of the Marc Jacobs brand, to our long-successful partnership with Coty,” said Marc Jacobs international CEO, Eric Marechalle.
“Bringing Marc’s creative vision to life, in its entirety, 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 not only to Marc’s unwavering cultural relevance but also to the importance of aligning with a partner that shares our values and commitment. It is without question that Coty has proven to be the team to bring Marc Jacobs Beauty to new heights.”
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