Coty has extended its Marc Jacobs Beauty license for 40 years to secure “one of the core brands” in its prestige portfolio.
The beauty giant said the four-decade-long extension of its Marc Jacobs license with WHP Global and G-III Apparel Group, which co-own the Marc Jacobs brand, will enable it to “accelerate the global growth” of Marc Jacobs Beauty across categories and markets.
Coty first partnered with Marc Jacobs in 2003, helping to establish several fragrance pillars for the fashion designer’s brand, including Daisy, Daisy Wild and Perfect.
Marc Jacobs fragrances now rank within the top ten-to-15 prestige female fragrances across the US, UK, Canada and Australia.
Coty also led the revival of discontinued make-up line Marc Jacobs Beauty this year, which it claimed has experienced “an outstanding start” and is “already exceeding targets”.
The new cosmetics collection, which launched on 28 May, is built around the theme of ‘joyride sensoriality’, comprising surprising textures, tactile finishes, bold colours and formulas that are designed to be played with.
Marc Jacobs Beauty's eyeshadows
Markus Strobel, Executive Chairman and Interim CEO, said: “Marc Jacobs is one of the great creative names in fashion, and we are proud of what we have built together over more than two decades.
“This extension is a powerful testament to Coty’s position as a partner of choice for the world’s leading luxury fashion and lifestyle brands.
“We look forward to building on this successful partnership and shaping the next chapter of Marc Jacobs Beauty.”
Marc Jacobs Beauty currently ranks among the top 20 make-up brands at beauty retailer Sephora in the UK and Australia/New Zealand.
The make-up brand’s eyeliners and eyeshadows also sit within the top five at Sephora US.
Yehuda Shmidman, founder, Chairman and CEO of WHP Global, said: “Marc Jacobs is a powerful global brand with tremendous momentum and opportunity ahead.
“Beauty is an important part of the brand’s connection with consumers, and Coty has been instrumental in building Marc Jacobs’ fragrance business and relaunching Marc Jacobs Beauty.
“We look forward to continuing this partnership and unlocking new opportunities for Marc Jacobs.”
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