Shiseido and Italian luxury fashion house Max Mara have announced the intention to enter a long-term fragrance partnership. This will give Shiseido an exclusive license to develop, produce, market and distribute fragrances under the Max Mara brand.
The agreed key terms of the partnership will be incorporated into a formal license agreement managed by Shiseido EMEA, a consolidated subsidiary of Shiseido.
In recent years, the global fragrance market has been steadily expanding, and fragrances have become one of the growth drivers for Shiseido’s business in Europe.
The development, production and sales of Max Mara fragrances are expected to contribute to further growth of Shiseido’s fragrance business.
Shiseido has reached a basic agreement with Max Mara towards the forming of a new licensing agreement.
This collaboration aims at expanding both companies’ global offering and leveraging their combined expertise to create and offer innovative products to consumers worldwide.
Shiseido Chairman and CEO Masahiko Uotani said: “Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara. It is loved worldwide for its high-quality, uncompromising brand value, and design sensibilities.
“Through discussions with Chairman Luigi Maramotti, I’ve come to know that both companies share many values related to our corporate cultures, management philosophies and talent development.
“I’m honoured that Shiseido has been able to connect with such a partner. I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”
Max Mara Fashion Group Chairman Luigi Maramotti commented: “It is a great opportunity for Max Mara to begin such a visionary collaboration in the fragrance business.
“Shiseido is a company with a rich history and impressive track record to always show the ability and the courage to research, develop and innovate. I have personally followed Shiseido with keen interest and have long admired their product strategies.”
He continued: “I have connected with their management team on several occasions in the past, and have always been impressed by their drive and professionalism.
“We share a very similar corporate culture – one based on the centrality of human resources; deep respect for the company’s founding principles; and an honest and respectful relationship style.
“I was very happy to find in Chairman Masahiko Uotani, someone with whom I share the deepest core values that are necessary to make such a venture successful.”
Shiseido EMEA President & CEO Alberto Noé said: “This upcoming agreement aligns with our strategy to strengthen our fragrance brand portfolio, driving mutual growth and new opportunities for both brands worldwide.
“The collaboration of our two companies, with their unique heritage and strengths, will open a new path to exceptional beauty innovations for global consumers.” 
