Shiseido and Max Mara have announced their intention to enter into a long-term fragrance license agreement. Under this agreement, Shiseido, the renowned Japanese beauty giant, will be responsible for developing, producing, and distributing fragrances for the Italian luxury fashion house, Max Mara. The license will be managed by Shiseido EMEA, a full subsidiary of Shiseido.
Shiseido highlighted that the global fragrance market has become a significant growth driver for its European business in recent years, particularly focusing on prestige fragrances. According to Statista, sales of prestige fragrances in Europe reached 5.23 billion euros last year, marking a 22.8 percent increase from the previous year. Shiseido anticipates that the development, production, and sales of Max Mara’s fragrances will further contribute to the global growth of its fragrance business. Both companies share a commitment to high standards of quality, innovation, and customer satisfaction.
Masahiko Uotani, chairman and CEO of Shiseido, expressed his excitement about the collaboration, praising Max Mara for its representation of Italian luxury, rich history, and uncompromising brand value. Uotani noted that through discussions with Max Mara’s chairman, Luigi Maramotti, it became clear that both companies share similar values related to corporate culture, management philosophies, and talent development. He firmly believes that this partnership will not only foster growth but also create synergies in their fragrance business.
Alberto Noé, president and CEO of Shiseido EMEA, echoed Uotani’s sentiments, emphasizing that the agreement aligns with their strategy to strengthen their fragrance brand portfolio. He anticipates that the collaboration will drive mutual growth and open new opportunities for both brands globally, leveraging their unique heritage and strengths to introduce exceptional beauty innovations to consumers worldwide.
