P&G inks licencing deal with McQueen

Published: 20-Jun-2013

The consumer products giant has entered into a new agreement with British fashion house Alexander McQueen to manufacture and sell designer fragrances


Procter & Gamble (P&G) is on a roll. Just one week after announcing it had signed a licence agreement with British fashion label Stella McCartney, the consumer products giant has entered into a new agreement with Alexander McQueen to manufacture and sell designer fragrances under the McQueen brand. Effective immediately, P&G will develop and market fragrances under the Alexander McQueen brand name to expand its business into the fine fragrance category.

The luxury fashion brand was founded by British fashion designer Lee Alexander McQueen in 1992. In 2000, 51% of the brand was acquired by luxury goods giant Gucci Group, currently owned by Kering (formerly named PPR).

"Alexander McQueen has captured the imagination of the world in a unique and indelible way. The brand has become synonymous with modern British couture and will bring their incredibly passionate and emotional point of view to fragrance," said Joanne Crewes, President, P&G Prestige.

"Alexander McQueen brings a unique perspective to the P&G Prestige portfolio. The contrasting elements of their design approach: fragility and strength, tradition and modernity, fluidity and severity is incredibly rich territory for fragrance development. This creative approach combined with our expertise in fragrance and brand building creates a wonderful opportunity for global growth and expansion. It is a tremendous privilege to partner with Alexander McQueen and to bring this incredible brand into beauty."

Jonathan Akeroyd, President and CEO of Alexander McQueen added: "With the growing popularity and interest in Alexander McQueen, signing a fragrance license was a natural development for the house in expanding our product offering to reach a wider audience. P&G Prestige has showed such passion and belief in our brand, coupled with their expertise and knowledge in fragrances, I am confident that this will be an exciting and successful collaboration."

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