NEW YORK — The newest Marc Jacobs fragrance, Blush, represents two sides of one grand strategy: the designer’s desire for continuing credibility in the fragrance market and Coty chief executive Bernd Beetz’s goal of creating global power brands.
Few designers are hotter than Jacobs, a fact his fragrance licensee, Lancaster, is well aware of. While it’s been barely a year since Lancaster — beauty giant Coty’s prestige arm — acquired the Jacobs scent license from LVMH Moët Hennessy Louis Vuitton, the company has wasted no time adding new elements to the business. Lancaster launched a flanker, Essence, to Jacobs’ first beauty brand less than six months after purchasing the license last May, and immediately began work on the scent that would become Jacobs’ second brand, Blush, coming this fall.
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