Coty Announces Extended Licensing Partnerships

The cosmetics giant has worked with the two companies for more than two decades.

Kristen Kazarian, Managing Editor

February 2, 2024

2 Min Read
Coty continues licensing agreements
Coty is continuing its partnerships with iconic brands sold around the world.Image courtesy of VacharapongW / iStock via Getty Images

Coty Inc., one of the world’s largest beauty companies with a portfolio of iconic brands across fragrance, color cosmetics, and skin and body care, has announced renewal of their license agreement with bruno banani as well as Mexx.

Coty has worked with bruno banani for more than 20 years.

The partnership between bruno banani and Coty has gone from strength to strength, following the successful renovation of the brand and its ongoing premiumization strategy. Coty and bruno banani plan to build upon this success through their shared vision of achieving further growth in female fragrances, attracting more younger consumers and capitalizing on the significant white space opportunity of scented care over the next 20 years.

"I am delighted we have renewed our highly successful partnership with bruno banani as the brand celebrates its 30th anniversary. Since winning the license in 2015, Coty has cemented bruno banani’s position as Germany’s leading fragrance brand with the iconic Man and Woman. With the introduction of further blockbuster fragrance innovations, such as Loyal Man and Magnetic Woman, as well as other highly successful body care lines, Coty has built bruno banani into one of the leading consumer beauty brands in Germany, Benelux, and Eastern Europe."

Coty's partnership with Mexx, which began in 2016, has been extended for more than 25 years, encompassing all Mexx fragrances and colognes.

"We are delighted to further strengthen our thriving relationship with Mexx. Mexx is renowned for its range of classic, fresh fragrances and for pushing the category boundaries on sustainability," said Nabi. "This long-term extension of our partnership will enable us to accelerate the brand’s momentum and fuel ambitious expansion plans into dynamic new markets and categories. We are all excited to collaborate on the next chapter of Mexx’s growth as we unleash the brand’s potential."

Mexx’s fragrance line was first launched in 2000 with Mexx MAN and Mexx WOMAN. It has grown to become one of the top four fragrance brands in Germany, according to Nielsen. In 2023, Mexx unveiled a series of limited-edition fragrances that received widespread consumer acclaim, from Mexx Summer Bliss mood boosting fragrance to Mexx Black & Gold holiday fragrance.

Founded in 1904 in Paris, Coty serves consumers around the world, selling prestige and mass market products in more than 125 countries and territories.

About the Author(s)

Kristen Kazarian

Managing Editor

Kristen Kazarian has been a writer and editor for more than three decades. She has worked at several consumer magazines and B2B publications in the fields of food and beverage, packaging, processing, women's interest, local news, health and nutrition, fashion and beauty, automotive, and computers.

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