Making a return to the beauty space, Marc Jacobs International has signed an expanded long-term license agreement with Coty Inc. that will bring Marc Jacobs Beauty into its portfolio. One of the world’s largest beauty companies across fragrance, color cosmetics, and skin and body care, Coty has long held the license for Marc Jacobs Fragrances.
Marc Jacobs Beauty, which originally launched in 2013 in partnership with Kendo Brands, quickly achieved notoriety among fashion-forward consumers. Popular with celebrity make-up artists, innovative formulas and iconic advertising campaigns led to a cult-following throughout the partnership, which came to an end in late 2021.
The Daisy Marc Jacobs fragrance remains one of the brand’s biggest achievements to date. In 2018, it was the fastest-growing franchise among the Top 10 Women’s Fragrances in the U.S. and continues to be No. 6.
Sue Nabi, Coty’s CEO, said: “The expansion and extension of our longstanding agreement with the house of Marc Jacobs, now in its 20th year, is a testament to the enduring success of our partnership and the brand’s limitless potential. Through its partnership with Coty, Marc Jacobs’ Fragrances have achieved great success, growing to become one of the top 10 female fragrances world-wide, thanks to the iconic Daisy Marc Jacobs and Perfect Marc Jacobs franchises. The revival of Marc Jacobs’ cosmetic portfolio, now in partnership with Coty, is eagerly anticipated by consumers around the world who have been campaigning for its return. This agreement reinforces Coty’s position as a go-to partner for global fashion houses and brands that share our ambition of creating leading beauty portfolios.”
Perfect Marc Jacobs embodies Marc Jacobs’ personal mantra: "I am perfect as I am." In 2020, it became the biggest Prestige fragrance launch across the U.S., U.K., Canada, and Australia. Recognized at the 2021 U.S. Fragrance Foundation Awards, Marc Jacobs Perfect Eau de Parfum won in three of the foundation’s most prestigious categories: "Consumer Choice — Women's Prestige of the Year," "Prestige/Popular — Packaging of the Year," and "Media Campaign of the Year – Women’s."
The Marc Jacobs brand celebrates diversity, inclusivity, self-love, and self-acceptance, aligns with Coty’s values, providing a natural foundation for the next phase of this relationship, say executives.