Avon and L'Oreal sign licensing deals with fashion brands

By Guy Montague-Jones

- Last updated on GMT

Related tags: Avon, Haute couture

Avon and L'Oreal have both signed licensing deals with leading
clothing companies to exploit the branding potential of the fashion
world.

Direct selling firm Avon will create a cosmetics line for the Unikko brand under a licensing agreement with Finland-based Marimekko while L'Oreal will have the task of developing a range of perfumes for Maison Martin Margiela. Flurry of fashion deals ​ News of the partnerships comes a day after Avon announced that it had signed a deal to manufacture and market two signature fragrances for the Emanuel Ungaro Maison. Leading beauty companies are pulling out the cheque book to sign deals with top fashion houses and exploit the feeling of luxury that they evoke. Avon completed the two deals on the back of the success of its first partnership with a designer brand, Christian Lacroix, in 2007. The resulting Rouge fragrance line rapidly built a loyal following among Avon consumers making it the company's most successful fragrance launch to date. The importance of design​ Fashion companies are experts in design and both Avon and L'Oreal will be looking to apply their expertise to develop attractive products for the image driven cosmetics and perfume markets. Both beauty companies will attract consumers using the creativity of the fashion brands and their established designs. Commenting on Avon's latest fashion deal, senior vice president Geralyn Breig said: "We feel confident that our customers will enjoy the merger of Marimekko's energetic designs with the innovation of the Avon Color brand." ​ Under the deal with Marimekko, Avon will develop a full range of color cosmetics that will be launched in the US, Europe, Mexico and Asia towards the end of 2008. Elizabeth Arden fashion deal ​ Another beauty company to have recently partnered with a fashion house is Elizabeth Arden, which has entered into a licensing agreement to make fragrance, cosmetics and skin care products with Italian fashion designer Alberta Ferretti. The US-based prestige beauty company will produce and market products with creative input from the Italian designer.

Related topics: Market Trends

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