Coty hooks up with Playboy to make men's fragrances

By Guy Montague-Jones

- Last updated on GMT

Related tags License Aroma compound

Following the success of its racy cosmetics Playboy has signed a
licensing agreement with Coty that will bring the iconic bunny to
the male fragrance market.

Playboy is one of a growing number of brands including Nars, MAC and Benefit that are luring the adventurous consumer in with sexy names that explore the desire for products that revel in the naughty side.

Products such as 'Tie Me to the Bedpost' blush and 'Mile High' mascara already feature in Playboy's cosmetics range, which is produced under licence by High Maintenance.

Playboy is now looking to break into the men's scent market after signing a deal with Coty, which has a broad portfolio of fragrance brands including JOOP!, Calvin Klein and Jennifer Lopez.

Bunny's first fragrance In the creation of its first fragrance, which is scheduled for global launch this fall, Playboy will undoubtedly benefit from Coty's wealth of experience in the development and marketing of prestigious international brands.

For Coty the agreement brings a highly valuable brand into its stable.

"One of the world's most recognized and iconic brands, Playboy is known by men and women around the world," said Coty's CEO Bernd Beetz.

"We anticipate that this fragrance will quickly become a successful part of our lifestyle brands portfolio at Coty Beauty."

Looking more closely at the character of the brand Coty Beauty marketing executive, Steve Mormoris, said: "Playboy is the perfect match to create a new men's fragrance, as it is a brand that inspires a lifestyle of fantasy and desirability."

Consumer product growth These days Playboy is far from just a provocative magazine with segment income for the licensing group rising 17 percent to $6.9m in the fourth quarter of 2007.

Its consumer products business is now one of the most profitable divisions of Playboy Enterprises, which now sells bedding, clothing and jewellery as well as magazines.

Although it still attracts a large readership circulation of Playboy has dropped since its peak in the seventies when one-quarter of all American college men were buying the magazine every month.

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