International New Creative Concepts (INCC), which specialises in the creation, development, marketing and sales of perfume products, has sealed a new partnership with luxury French brand Vilebrequin.
The deal, which was facilitated by Vilebrequin’s global licensing agency IMG, will see a collection of fragrances for adults and children, and body and suncare products, ready to launch in 2024.
Vilebrequin is known for its swimwear and ready-to-wear lines for men and women. In keeping with the brand’s values, all products in the new collection will be environmentally friendly.
“The two brands have similar philosophies in terms of sustainability, creativity, quality, and excellence. We look forward to creating fragrances and products that have a strong connection to vacations all year long.” – INCC CEO Philippe Lentz
Vilebrequin CEO Roland Herlory said: “We are delighted to collaborate with the INCC team. The company has a proven track record in the luxury fragrance and body care and shares our joie de vivre spirit of creating high-end, sustainable products that evoke a sense of fun, freedom, and relaxation.”
INCC CEO Philippe Lentz added: “We are excited to embark on this new venture that provides us an opportunity to create a fun and cross-generational luxury collection with Vilebrequin.
“The two brands have similar philosophies in terms of sustainability, creativity, quality, and excellence. We look forward to creating fragrances and products that have a strong connection to vacations all year long.”
Lentz pointed out that INCC is set to roll out a business strategy focused on its new corporate identity: Incubate, Nurture, Create, Collaborate.
Its licensing contract with Mercedes-Benz has been renewed, with newcomers AMG and Maybach added to the brand line-up. “These new brands will allow INCC to extend the scope of its business to the higher-end customers segment,” Lentz added.
As reported, a new Mercedes-Benz Land, Sea, Air Trilogy was featured at the INCC cocktail party at the Hotel Barrière Le Majestic during last week’s TFWA World Exhibition in Cannes.
Created by French Master Perfumer Anne Flipo, Mercedes-Benz Land, Sea, Air is described as a “tribute to layering”. The fragrances can be customised, worn separately or combined.
The fragrances are available as individual eau de parfums or as a Trilogy, with the packaging combining to form the signature Mercedes-Benz star. The new line focuses on sustainability through a partnership with LMR, a leading source of ethically transparent raw materials. The flacon pairs recycled components with a removable threaded pump to create a rechargeable option and outer packaging features recyclable and biodegradable paper.
Mercedes-Benz Land, Sear, Air is set to launch in April, backed by a campaign shot by film director Axel Delwarte in locations throughout Iceland. It features French Kite Surfing Champion Valentin Garat who is deeply committed to ocean protection and boasts a strong social media following.
Other recent launches include the Thrill trilogy from AMG Parfums and the first collection from the House of Maybach, which offers six fragrances including Radiant Green, Snow White Leather, Fascinating Oud, Vibrant Tuberose, Unexpected Orris and Charismatic Rose.
