L'Oreal & Diesel agree to launch line of fragrances
17 Jan '06
3 min read
Ralph Lauren is in second place in the USA and in the top 10 worldwide. Lancome, the world's leading beauty product brand, is in eighth place in fragrances.
Viktor&Rolf, a trendsetting designer brand, with whom L'OREAL signed a license agreement in 2002, has quickly made a name for itself with Flower Bomb for women, and is in the top 5 with its worldwide exclusive distribution.
"With DIESEL they are underlining their interest in high added creative value brands; they have been won over by the brand's creators, by their bold, not to say cheeky, approach which has made DIESEL a sexy and ground-breaking casual-chic brand.
They will provide DIESEL with all their expertise in order to continue to expand the fragrance market.
The first fragrance, due out in 2007, will come as a welcome surprise to a young public looking for unconventional products," said Patricia Turck Paquelier, International Brand President of Prestige & Collections International.
"The agreement with DIESEL fits their strategic aim of consolidating their position as world leader in fragrances, and perfectly complements their existing brand portfolio.
The DIESEL brand, with its appeal to young people worldwide, represents a tremendous opportunity for growth for L'OREAL's Luxury Products Division and brings in a new alternative to classical luxury brands," said Marc Menesguen, President of the Luxury Products Division of L'OREAL.
"For over 25 years they have worked to develop a unique lifestyle icon that is called DIESEL, a brand that stands for creativity, innovation and quality.
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