The Christina Aguilera fragrance brand itself is a relatively new acquisition for Revlon. That brand had previously been part of the P&G beauty portfolio, but last January opted not to be transferred to Coty. (More on that here.) Then in May of 2016, Elizabeth Arden acquired the rights to the Christina Aguilera fragrances brand; and one month later, Revlon acquired Elizabeth Arden.
This latest fragrance licensing deal, between Revlon and AllSaints is more straightforward. The beauty maker now has global rights to develop, market, and distribute of fragrances and ancillary products for the contemporary fashion brand.
The plan
For Revlon, the brand offers access to a new roster of loyal consumers and another brand story that perfumers can interpret to good effect to grow the business further. “We are thrilled to partner with AllSaints, and strive to translate their unique perspective on fashion to the world of scent,” Serge Jureidini, president, of Revlon, Elizabeth Arden and Fragrances at Revlon, says in his comments about the deal, adding that “AllSaints' impressive footprint and customer-centric mindset is perfectly aligned with Revlon's strategy and our focus to accelerate our global business.”
AllSaints launched in 1994 and is described in Revlon’s media release about the deal as “a global, contemporary brand with an independent spirit, known for its iconic biker jackets and creating apparel and accessories for men and women around the world.” The release sums up the brand this way: “The core values of AllSaints are individuality with an East London attitude.”
The brand
The East London – based fashion brand is digitally savvy, designs a collection of ready-to-wear apparel that’s evenly split between womenswear and menswear, and reported sales of £300m in the 2016 – 2017 financial year.
Now through its licensing deal with Revlon, the AllSaints brand is poised for an even larger global retail presence. “We are proud to partner with an industry leader, Revlon, to launch the AllSaints fragrance collection,” William Kim, CEO of AllSaints, tells the press.
“Revlon's strategic approach is perfectly aligned with our brand vision and global growth focus,” he says, emphasizing that “as a brand, AllSaints is recognised globally for its fashion-forward, contemporary, ready-to-wear and bag collections and we look forward to creating a fragrance collection with Revlon which embodies these attributes.”
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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.