Benetton embarks on new fragrance partnership
Benetton Group has signed a long-term global licence agreement with fragrance firm Puig to create, develop and distribute new lines of United Colors of Benetton fragrances. The agreement will come into effect in January 2014.
The first product, a women’s fragrance developed for the masstige sector, will be distributed through major department stores and specialist beauty retailers worldwide. It will also be sold in a number of United Colors of Benetton flagship stores.
Alessandro Benetton, chairman of Benetton Group, said: “United Colors of Benetton is one of the most widely recognized brands in the world and thus I have long believed that the fragrance market represented a bigger opportunity for our organization. For this reason, I am particularly pleased to announce that we have now identified the right partner to fully leverage this significant opportunity.”
Puig’s own brand fragrances include Carolina Herrera, Nina Ricci, Paco Rabanne and Jean Paul Gaultier. The firm also creates fragrances under license for Prada, Valentino and Comme des Garçons.
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