Borghese expands into eyeware with licensing deal
Borghese manufacturers and markets high-end skin care and fragrance products, and has taken the unusual decision to put its name to spectacles.
The license has been brokered by IMCLicensing, a specialist in consumer goods licensing arrangements, which has drawn up the agreement as well as formally registering it, giving the go ahead for product development, marketing and subsequent trading.
Reading glasses and sunglasses
Icon Eyeware is planning to market a range of reading glasses, sunglasses and eyeware accessories using the Borghese name, and the range will be made available in department stores, specialty stores and boutiques shortly.
The launch program has already begun with the unveiling of a new line of reading glasses, which the two companies say will be developed and further expanded on a seasonal basis.
“The Borghese of today is both active and interactive,” said Neil Petrocelli, VP of sales and marketing for Borghese.
“We are actively pioneering new products while we are responsive to a woman’s beauty needs and wants,” he said, while underlining the fact that the initiative represents the brand’s expansion into personal accessories.
Brand licensing to fend off recession
Repeatedly industry experts have underlined the need for personal care providers to diversify in the face of challenging economic conditions.
During the current economic downturn luxury personal care players have been hardest hit, as consumers continue to cut out unnecessary purchases in an effort to make their household budgets stretch.
Licensing agreements are one way of increasing the marketing potential of a brand, serving both to provide further exposure as well as helping to increase revenues.
