Beauty powerhouse Coty has expanded its licensing agreement with Marc Jacobs to include the relaunch of the brand’s makeup line, Marc Jacobs Beauty. The partners have also extended their licensing agreement for over 15 years.
Coty CEO Sue Y. Nabi said: “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.
“Through its partnership with Coty, Marc Jacobs’ Fragrances have achieved great success, growing to become one of the top 10 female fragrances worldwide, thanks to the popular 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 International CEO Eric Marechalle added: “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.
“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.”
Originally rolled out in partnership with Kendo Brands in 2013, Marc Jacobs Beauty became a hit among fashion and beauty enthusiasts until their agreement ended in late 2021.
Coty was behind the launch of the brand’s popular perfumes including Marc Jacobs Daisy, which was launched in 2007.
In 2018, the Daisy fragrance line became the fastest-growing franchise among the top 10 women’s fragrances in the US and continues to rank in the top six, Coty noted.
The beauty powerhouse also unveiled the brand’s feminine fragrance Perfect in 2020. The scent is inspired by designer Marc Jacobs’ mantra of ‘I am perfect as I am’, which is represented by the word ‘perfect’ tattooed on his wrist.
Perfect became the biggest prestige fragrance launch across the US, UK, Canada and Australia that year, the company noted. It earned recognition from the US Fragrance Foundation Awards in 2021, while Marc Jacobs Perfect Eau de Parfum won in three of the foundation’s most prestigious categories. These are Consumer Choice – Women’s Prestige of the Year, Prestige/Popular – Packaging of the Year, and Media Campaign of the Year – Women’s.
Coty said that expanding the brand’s e-commerce footprint will be a shared strategic priority. Marc Jacobs’ recently launched flagship store on one of Southeast Asia’s leading e-retailers LazMall has made the perfume brand available to more than 90 million consumers in the region. ✈
