PARIS — Coty Beauty has just won itself a new license — Italian denim and fashion brand Miss Sixty.
The long-term global beauty deal was inked last week, just days after Coty Inc., Coty Beauty’s parent company, announced a beauty licensing agreement with music and fashion maven Kimora Lee Simmons.
“Miss Sixty is an incredibly appealing and glamorous fashion brand that will greatly complement our portfolio,” said Michael Robinsohn, vice president, marketing and new licenses at Coty Beauty Europe.
Steve Mormoris, senior vice president of international marketing at Coty Beauty Europe, agreed. “Miss Sixty is clearly one of the hippest and trendiest brands in the world,” he said, noting the brand has a young, fun feel and global appeal. “All that it stands for can be translated into a fragrance.”
Indeed, a debut scent is already in the works and is set to bow in fall 2005.
“For our customer, fragrance is a way to find another moment of enjoyment with something that [evokes] the same emotion as our jeans,” said Renato Rossi, co-founder and chief executive officer of Sixty SpA, Miss Sixty’s parent company. “It’s nice to be able to find that in another place.”
Since Miss Sixty was founded in 1989 its focus has been on building the brand internally, Rossi said.
“We think now is the right time to add more to the brand,” he said. “[By entering the beauty category] we’re choosing something that gives [back] to the brand in terms of image, communication and product.”
Miss Sixty’s fashion business, which is expected to generate volume of about 640 million euros, or $794 million at current exchange, this year, is also looking to sign licensing agreements for watches and jewelry in the future, Rossi said. A partnership to create handbags may also be in the cards. The brand’s beauty offer could also be expanded to include other categories, such as color cosmetics, executives said.
The new addition to Coty’s beauty portfolio, which will have a “masstige” positioning, is meant to tap into Miss Sixty’s core clientele, hip 18- to 25-year-olds.
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