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Life after Coty: Kenneth Cole inks deal with Parlux to further fragrance business

By Andrew MCDOUGALL , 24-Jan-2013

Kenneth Cole Productions has entered into a new licensing agreement with perfume player Parlux as it looks to further its fragrance business; ending its decade-long partnership with beauty firm Coty.

With over 20 years' experience in marketing and developing fragrance brands the collaboration marks the beginning of a new direction for the Kenneth Cole fragrance business.

"We welcome the addition of Kenneth Cole to the Parlux family. This iconic New York brand provides its consumers with a combination of intelligence, irreverence and style," said Linda Levy, senior vice president and chief marketing officer of Perfumania Holdings, the parent company of Parlux.

"We are thrilled to be part of his brand evolution and look forward to creating future opportunities together."

Global expansion

As Kenneth Cole enters into its 30th year with a strong focus on global expansion, the partnership with Parlux marks the beginning of a new era for Kenneth Cole's fragrance business, according to the company’s president of International and Licensing.

“We believe they are the perfect partner to develop a new scent direction and their strength in the international fragrance market further supports our strategic marketing initiatives," said Michael DeVirgilio.

End of an era

The new deal also marks the end of an era, as after a ten-year partnership, Kenneth Cole Productions and Coty have mutually agreed to end the fragrance license.

"Coty has enjoyed a very strong and collaborative decade long partnership with Kenneth Cole and Kenneth Cole Productions," said Jean Mortier, president, Coty Prestige.

"Working with such a respected designer as Kenneth Cole was a great honour, and we wish him continued success in the future."

Parlux is currently planning to add several new brand concepts while continuing to support Kenneth Cole's existing portfolio of scents.

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