Give Back Beauty has secured a “long term” fragrance deal with Mercedes-Benz after acquiring the automotive brand’s licence owner INCC Parfums.
The privately-held beauty group will now be responsible for the creation, production, marketing and distribution of fragrances under the Mercedes-Benz label.
Mercedes-AMG and Mercedes-Maybach are also part of the deal.
The financial details of the deal were not disclosed.
INCC Parfums held the fragrance licence for Mercedes-Benz Customer Solutions GmbH – a subsidiary of Mercedes-Benz Group AG – since 2011.
Give Back Beauty aims to build on the “quintessential elements and iconic symbol” of the automotive company’s scent portfolio in 2024.
This includes expanding the Mercedes-Benz Parfums LSA (land, sea and air) fragrance trilogy, which launched last year.
It will also introduce the company’s inaugural Mercedes-AMG fragrance collection into “key” global markets.
The first Mercedes-Maybach fragrance line is expected to debut in September.
“Give Back Beauty aims to elevate the Mercedes-Benz parfums brand towards a luxurious and eco-responsible approach,” said Corrado Brondi, Executive Chairman at Give Back Beauty.
“In terms of distribution, the strategy for each brand will align with their respective positioning.
“Wider distribution for Mercedes-Benz, selective placement in flagship perfume stores for Mercedes-AMG and niche distribution for Mercedes-Maybach.”
Give Back Beauty's Prestige Division includes fragrance licences for luxury brands such as Zegna, Elie Saab and Chopard.
The firm is not the only group to land major fragrance licence deals this year.
Coty has recently signed licensing agreements with Italian fashion houses Etro and Marni.
As well as renewed its perfume deals with Dutch fashion label Mexx and German underwear brand Bruno Banani.
Read more:
- Business advice: How to land a lucrative beauty licensing deal
- L’Oréal’s plans to deliver a ‘new era’ in luxury fragrance
- Charlotte Tilbury doubling down on fragrance with new perfume collection
- 1980s elixirs disrupt fragrance with unlikely comeback
