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La Perla Inks Licensing Agreement With CBBeauty

Launching in May, the new La Mia Perla scent will be the first product launched under the partnership.

MILAN — Italian luxury ready-to-wear, lingerie and beachwear label La Perla has inked a five-year licensing agreement with fragrance manufacturer and distributor CBBeauty. The deal includes the development, production and distribution of La Perla’s beauty portfolio, starting from the worldwide launch of a new scent, named La Mia Perla (in Italian, it also means “My Pearl”).

“This move presents an opportunity to reposition our beauty portfolio in line with our brand DNA and the future vision we have for La Perla,” said La Perla’s chairman Silvio Scaglia, mentioning “highlighting femininity” as one of the brand’s mission.

“We are thrilled to have this unique opportunity to bring La Perla creative director Julia Haart’s vision to life,” echoed CBBeauty’s senior vice president of brands Lisa Ricci. The company succeeds Perfume Holding, which was the longtime licensee of La Perla fragrances until the beginning of 2017.

La Mia Perla is expected to make its debut in May in the U.K. and to be consequentially launched across Europe, the Middle East and the U.S. later in the year. In Italy, since 2013, the official distributor of the label’s fragrances is Beauty and Luxury, which also manages scents for a range of brands, including Burberry, Coach, Balmain, Montblanc and Elizabeth Arden, among others.

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La Perla said the deal with CBBeauty includes “the opportunity to extend beyond fragrance” within the label’s beauty portfolio.

In 2013, La Perla was acquired by Pacific Global Management, owned by Silvio Scaglia’s family holding, already active in the fashion industry through the model management network operating under the brands Elite, Women and The Society.