Zirh renews fragrance licensing agreement with FCUK

By Simon Pitman

- Last updated on GMT

Related tags: Marketing research, Marketing

US men's skin care and fragrance player Zirh has renewed its
fragrance licensing agreement with FCUK and readies new product
launches.

Tying in with its previously announced acquisition of Zirh Skin Nutrition from Shiseido last Autumn, the company says that it has acquired the intellecutual property for the FCUK fragrances from the Japanese cosmetics giant. The deal covers all aspects of the fragrance brands, including the bottles designs, juices and packaging for existing products and is also likely to see the introduction of a number of new fragrances. FCUK fragrance worldwide ​ In tandem with the agreement, the company has re-introduced FCUK fragrances for both women and men on a worldwide basis, which will be supported by a global marketing campaign. Billed as a re-launch for the fragrances, the company says that the campaign will be multi channel and should reach more than 10,000 outlets. "Our prior launch of the FCUK fragrance created a worldwide phenomenon and we are very excited not only to re-launch the original FCUK fragrances, but also to create new fragrances under the FCUK name,"​ said Zirh president Brian Robinson. New fragrances in the pipeline ​ The company says a new FCUK fragrance is currently in the development pipeline and should be launched in French Connection stores this Autumn. Zirh established itself in the US market in the mid-90s as a leading men's fragrance and skin player, but has since expanded into shaving, cleansing and treatment products. Most recently it has made its first foray into the hair care, anti-ageing and body care categories, particularly with the luxury Platinum men's skin care range, which features anti-ageing products. Men's skin care, great potential ​ Two months ago market research company Euromonitor said that despite the retail market in the developed markets looking increasingly challenging, the men's grooming category could be one of the best performing categories, particularly for anti-aging products. Aside from the French Connection launches, the company also says it is working with creative director Fabien Baron of the Baron & Baron agency to create new visuals and packaging for three future launches.

Related topics: Market Trends

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