L'Oreal & Diesel agree to launch line of fragrances
17 Jan '06
3 min read
The Prestige & Collections International department of L'OREAL's Luxury Products Division has signed a license agreement with DIESEL, founded in 1978 and developed by its President Renzo Rosso.
The contract covers the creation of a line of fragrances.
This partnership will build on the synergy between L'OREAL, the world's leading cosmetics group and number one company in luxury fragrances, and DIESEL, whose over 25 years of original and innovative style has created a group worth one billion euro.
DIESEL is a cult brand among 18-35 year-olds all over the world.
Taking a highly original approach to jeans and high-end casualwear, Renzo Rosso, its founder, has given birth to a unique lifestyle that is illustrated in an emblematic way through its ground-breaking advertising and marketing.
DIESEL, an unlisted company based in Molvena (Italy), is present in 80 countries, through 5,000 sales outlets, over 300 of them directly owned.
Its flagship stores, the first of which opened in New York in 1996, are always located in prime position trendy shopping districts.
L'OREAL is a world leader in selective fragrances, with a portfolio of brands that complement one another in ITStargets, positioning and geographic locations.
Giorgio Armani has increased its turnover five-fold in 10 years and is now the third mostimportant world brand in luxury fragrances and number one in fragrances for men.