(Boursier.com) — Coty Inc has signed a long-term licensing agreement with Lena Gercke to develop, produce and distribute LeGer’s first fragrance. This agreement marks the start of a long-term partnership between Coty and German television presenter and model Lena Gercke. “This collaboration comes as Coty continues to elevate and diversify its portfolio, continually bringing new products, brands and innovations to the forefront,” comments the cosmetics group.
Stefano Curti, Consumer Beauty Brand Director at Coty, said: “We are delighted to collaborate with Lena Gercke to bring our shared vision in beauty to life. Lena’s fashion brand, LeGer, is the one of the fastest growing personal fashion brands in Germany, creating unique and timeless pieces that empower women through fashion. Together, we are excited to work with Lena to strengthen its presence in the beauty market with. a perfume that authentically resembles him.
Lena Gercke, CEO and Founder of LeGer, added: “This partnership with Coty marks another important milestone for the brand, as we make our foray into the beauty space. I am thrilled to work with the leader in industry to develop a fragrance emblematic of the philosophy that underpinned the creation of LeGer: the idea of being able to express yourself freely and to feel confident and comfortable with who you are.”
©2024 Boursier.com