Alpha Media Group, which owns the Maxim brand, has confirmed that the agreement will see the development, manufacturing and distribution of the first ever men’s grooming product to be added to the portfolio for the Maxim brand.
The fragrance collection is expected to premiere in the Fall of 2013, and the two companies have stated that they are aiming for worldwide distribution for the collection.
Maxim enters the men's grooming category
“We welcome this first fragrance brand for men, which will express the brand’s unique voice and believe it will have tremendous appeal to the global Maxim consumer,” said Jack Kliger, executive chairman of Alpha Media Group.
“Entering into the grooming category is for the Maxim brand a natural progression of Maxim’s global growth strategy.”
Maxim magazine was launched in the US in 1998 as a lifestyle title for younger men, with an emphasis on gadgets, sports, entertainment and women. There are currently 17 international editions and it is distributed in 85 countries worldwide.
Aiming for global distribution
The companies are aiming to follow the existing geographic distribution of the magazine, where the brand has the greatest recognition.
Speaking about the licensing agreement, Neil Katz, president and CEO of Omni Scents said: “Our job will be to harness and bring that excitement, fun and suggestiveness to the fragrance world.”
Earlier this month Katz, the former CEO of fragrance company Parlux announced the first licensing agreement 'The Miss Universe Organization'.
Omni builds its fragrance license portfolio
That agreement will see the launch of three new fragrances inspired by the Miss Universe, Miss USA and Miss Teen USA brand names during the course of 2013.
The announcement coincides with the celebration of 60 years of Miss Universe, and the company says that the new fragrances should extend the reach of this iconic brand to form a category that is connected to 'modern perceptions of beauty'.