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Coty, Lena Gercke Ink Fragrance Deal for the German Model’s Fashion Brand LeGer



Coty is not slowing down when it comes to its fragrance licenses.

The latest to sign a long-term license agreement with the beauty company is German television presenter, model and entrepreneur Lena Gercke, who has her own fashion brand, LeGer. As part of the deal, Coty will develop, produce and distribute LeGer’s debut fragrance.

Sue Nabi, Coty’s chief executive officer, said: “We are delighted to be collaborating with Lena Gercke to bring our shared vision to life in the beauty space. Lena’s fashion brand LeGer is one of the fastest-growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her.”

The collaboration comes as Coty continues to elevate and diversify its portfolio, continuously bringing new products, brands and innovations to the forefront.

Coty recently made some fragrance licensing announcements in both its prestige and consumer divisions. They included inking a licensing deal with Italian fashion house Marni, and extended agreements with Mexx and Bruno Banani. At the same time, the Miu Miu license came to an end, with the brand teaming with L’Oréal.

It also launched Infiniment Coty Paris, a line of 14 fragrances ranges from intimate scents, which can be sensed only by people close to the wearer, to fragrances noticeable by others nearby to those leaving a strong wake.

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