The beauty and fragrance giant is strengthening its position on the German market thanks to the renewal of its license agreement with Bruno Banani for over twenty years and the extension of its agreement with Mexx.
“I am delighted we have renewed our highly successful partnership with bruno banani as the brand celebrates its 30th anniversary. Since winning the license in 2015, Coty has cemented bruno banani’s position as Germany’s leading fragrance brand with the iconic Man and Woman. With the introduction of further blockbuster fragrance innovations, such as Loyal Man and Magnetic Woman, as well as other highly successful body care lines, Coty has built bruno banani into one of the leading consumer beauty brands in Germany, Benelux, and Eastern Europe,” commented Sue Nabi, Coty’s CEO.
The partnership between Bruno Banani and Coty has gone from strength to strength, following the successful renovation of the brand and its ongoing premiumization strategy. Coty and Bruno Banani plan to build upon this success through their shared vision of achieving further growth in female fragrances, attracting more younger consumers and capitalising on the significant white space opportunity of scented care over the next twenty years.
In addition, Coty plans to consolidate the brand’s position with consumers in established markets, through the continued expansion and premiumization of its portfolio into new categories and innovations.
Expanded partnership with Mexx
Coty also announced the renewal of their license agreement with Mexx. The partnership, which began in 2016, has been extended for more than 25 years, encompassing all Mexx fragrances and colognes.
“This long-term extension of our partnership will enable us to accelerate the brand’s momentum and fuel ambitious expansion plans into dynamic new markets and categories,” said Sue Nabi.
Mexx’s fragrance line was first launched in 2000 with Mexx MAN and Mexx WOMAN. Today, it has grown to become one of the top four fragrance brands in Germany [1]. In 2023, Mexx unveiled a series of limited-edition fragrances that received widespread consumer acclaim, from the Mexx Summer Bliss mood boosting fragrance to the Mexx Black & Gold holiday fragrance.
“This agreement builds upon the significant synergies we have created with Mexx, and will enable us to continue the premiumisation of the brand and its category expansion,” highlighted Stefano Curti, Chief Brands Officer, Consumer Beauty at Coty.
