Global beauty house Coty will debut a new line of Kingsman fragrances for men in February 2020 alongside the release of the latest 20th Century Fox movie from the franchise called The King’s Man. The first juice – Kingsman The Original Fragrance – will be sold at selected luxury retail outlets.
New York-based Coty has signed a fragrance agreement with Marv Studios, the production company of maverick British film-maker Matthew Vaughn, whose films have garnered over US$2.6 billion at the box office. This makes him one of the UK’s most successful independent film-makers.
Earlier this year in May, Marv and Rocket Pictures released Rocketman, the critically-acclaimed musical fantasy based on the life of Elton John, directed by Dexter Fletcher and starring Taron Egerton and Richard Madden.
“A quintessentially-British lifestyle brand”
The manufacturing and distribution deal for Kingsman fragrances is described by Coty as “a global creative partnership” with Vaughn. President of Coty Luxury Edgar Huber commented: “As a unique, quintessentially-British lifestyle brand, Kingsman fits perfectly within Coty Luxury’s portfolio and nicely complements our strong luxury men’s fragrance business.”
He added that through Coty’s combined storytelling, marketing and commercial expertise, the company was well positioned “to translate the Kingsman universe into a success in fragrances”.
The Coty Luxury fragrance portfolio includes familiar global marques such as Balenciaga, Bottega Veneta, Burberry, Calvin Klein, Chloé, Gucci, Hugo Boss, Marc Jacobs and Tiffany & Co.
Vaughn said: “This partnership is a further evolution of the Kingsman brand; a collaboration that represents the same high quality and craftsmanship the Kingsman portfolio is known for. (There is) a truly exciting campaign to come.”
Vaughn has directed, written and produced the smash hit Kingsman film series since 2014. It has also inspired some groundbreaking luxury retail partnerships, including the Kingsman luxury menswear and accessories collection by online retailer Mr Porter (Yoox Net-A-Porter Group), now in its tenth season.
