Coty Licenses Influencer Lena Gerke to Launch New Fragrance LeGer

On May 7, Coty, the beauty conglomerate creating luxury brand fragrances, announced a new licensing agreement with Lena Gercke, a well-known German TV host, model, and entrepreneur.

Gerke, who has 3.3 million followers on Instagram and a diverse career title, also has her fashion brand “LeGer.” Coty plans to develop and launch its first fragrance products from “LeGer” as part of a long-term licensing agreement with Gerke.

Stefano Curti, Coty’s Chief Brand Officer Consumer Beauty, said, “We are delighted to be collaborating with Lena Gercke to bring our shared vision to life in the beauty space. Lena’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her.”

Lena Gercke, LeGer CEO and Founder, also commented, “This partnership with Coty marks another big step for the brand as we make our foray into the beauty space. I am thrilled to be working with the industry leader, to develop a fragrance which is emblematic of the ethos that underpinned LeGer’s creation: the idea of being able to express yourself freely and feel confident and comfortable with who you are.”

Coty’s sales are currently going strong. The company, which announced third-quarter sales on May 6, said they exceeded Wall Street expectations and will hit the upper end of its annual target, riding steady global demand for luxury and mass-market products.

The company also expects core sales for fiscal year 2024 to be at the upper end of its previously projected 9% to 11% growth and annual adjusted earnings per share at the upper end of its previously projected 44 cents to 47 cents.

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