Authentic Brands extends Juicy Couture fragrance licence with Revlon
Revlon announced on Tuesday the renewal of its long-standing global licensing deal for Juicy Couture fragrances with brand management firm, Authentic Brands Group.
Having first partnered in 2016, the U.S. cosmetics giant will continue to produce and market all Juicy Couture fragrances worldwide, including the American fashion brand's fragrance best-seller Viva La Juicy, with its signature blend of wild berries, jasmine, and creamy vanilla.
The new agreement also supports an expanded product portfolio, with new launches planned across core fragrances and scented ancillary lines, according to a press release.
'We are pleased to continue our partnership with Revlon, a trusted collaborator that has played a pivotal role in propelling Juicy Couture fragrances to new heights,' said Jarrod Weber, global president, sports and lifestyle at Authentic, which owns the Juicy Couture brand.
'Their dedication to honoring the essence of the brand, while continuing to evolve and innovate, has helped shape the Juicy Couture fragrance line into a global force. Together, we've created an experience that is unmistakably Juicy Couture and deeply connected to our community's passion for beauty, fashion, and self-expression.'
In addition to Juicy Couture, Revlon's fragrance portfolio also includes Elizabeth Arden, John Varvatos, Geoffrey Beene, Lucky Brand, Christina Aguilera, Elizabeth Taylor, Ed Hardy and Curve.
'We are delighted to be renewing our licensing deal with Authentic for Juicy Couture fragrance," said Michelle Peluso, CEO of Revlon.
"This deal is not only a testament to the enduring appeal of the Juicy Couture brand but also a significant milestone in the ongoing revitalization of our fragrance business. We are excited about the momentum that we have established already. As we look ahead, we will further amplify our support of the brand with fresh and inspiring products, engaging marketing activations and new premium distribution channels that will further attract consumers in a category that is experiencing significant global growth.'
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