For the fashion brand, fragrance is way to expand the business’s reach. “We are working to expand the brand's global presence and the TPR team has proven expertise and success in the fragrance category,” says Joey Gabbay in a press release about the deal. Gabbay is responsible for the licensing of Elie Tahari both domestically and internationally through his role as president of Bluestar Alliance LLC. And, he notes, “we are very impressed with TPR's capabilities.”
Sweet smell of success
It’s not at all uncommon for fashion houses to create fragrances. And it seems that Eli Tahari (the man) has been considering the option for some time.
“Scent,” he says, “has always been very important to me and I have always wanted to create a fragrance for the brand. I'm thrilled to be partnering with TPR to make this dream become a reality.”
TPR currently works with Cargo Cosmetics, Mally Beauty, ZIRH Men’s Skincare, Freeze 24/7, YBF Beauty, and Oscar Blandi Hair Care. And just last month the investor signed a fragrance licensing deal with Badgley Mischka, as Cosmetics Design reported.
“By adding a prestigious fragrance license like Elie Tahari to our beauty portfolio, we are able to further accelerate our penetration into the best worldwide distribution,” Brian Robinson, president of TPR, tells the press. “Additionally, we believe this launch will be one of the premier fragrance launches in 2019. We are looking forward to working with the Tahari team and Bluestar Alliance to make this a fantastic reflection of the brand.”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.