THE WHAT? Shiseido and MaxMara have announced a long-term fragrance partnership whereby the J-beauty giant will have the exclusive worldwide license to develop, produce, market and distribute fragrances under the MaxMara brand.

THE DETAILS MaxMara has previously partnered with Selective Beauty on fragrance lines; owned by the Maramotti family,  the Italian fashion label launched its first scent in 2004.

THE WHY? Masahiko Uotani, Chairman and CEO of Shiseido, explains, “Because it is a brand that represents Italian luxury and has a rich history, I am very excited about the collaboration with Max Mara, which is loved worldwide for its high quality, uncompromising brand value, and design sensibilities. Through discussions with Chairman Luigi Maramotti, I’ve come to know that both companies share many values related to our corporate cultures, management philosophies, and talent development, and I’m honored that Shiseido has been able to connect with such a partner. I firmly believe that our partnership will contribute to our fragrance business, not only through further growth but by also creating synergies.”