Shiseido and Max Mara Form Long-Term Partnership in Fragrance Business


On July 4, Shiseido, Japan’s leading beauty brand, and Max Mara, the Italian luxury fashion house, agreed to a long-term partnership in the fragrance business. Through this partnership, Shiseido will formalize an exclusive global licensing agreement to develop, produce, and market Max Mara fragrance products.

With the corporate mission “BEAUTY INNOVATIONS FOR A BETTER WORLD,” Shiseido aims to be a globally successful Japanese beauty company. The company is experiencing steady global growth, with the fragrance business being one of the growth drivers in Shiseido’s European region. This new license agreement, including the development and selling of Max Mara’s fragrance products, is expected to expand Shiseido’s global fragrance business further.

“Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, which is loved worldwide for its high quality, uncompromising brand value, and design sensibilities,” said Masahiko Uotani, Chairman and CEO of Shiseido.

“It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business. Shiseido is a company with a rich history and impressive track record to always show the ability and the courage to research, develop, and innovate,” said Luigi Maramotti, Chairman of Max Mara Fashion Group. “I have personally followed Shiseido with keen interest and I have long-admired their product strategies. I have connected with their management team on a number of occasions in the past, and have always been impressed by their drive and professionalism. We share a very similar corporate culture: one based on the centrality of human resources; deep respect for the company’s founding principles; and an honest and respectful relationship style,” Maramotti continued.

“This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio driving mutual growth and new opportunities for both brands worldwide. The collaboration of our two companies, with their unique heritage and strengths will open a new path to exceptional beauty innovations for global consumers,” added Alberto Noé, President & CEO of Shiseido EMEA.

Through this partnership, Shiseido and Max Mara will offer innovative products to customers around the world and expand their business globally. The new beauty innovations stemming from the collaboration between the two companies will most likely attract significant attention in the future.

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