THE WHAT? Shiseido has launched the first Max Mara fragrance under its long-term licensing partnership with the Italian fashion house, adding another global fashion brand to its growing prestige fragrance portfolio.
THE DETAILS Max Mara Le Parfum launched through selected retailers in North America and Europe on August 24, followed by distribution across more than 50 markets from September 1. The launch is the first commercial product from the Shiseido-Max Mara partnership announced in 2024, combining Max Mara’s brand equity with Shiseido’s fragrance development, manufacturing expertise and international distribution network. Max Mara joins a Shiseido fragrance portfolio that includes Issey Miyake, Narciso Rodriguez, Zadig & Voltaire, Serge Lutens and Tory Burch.
THE WHY? The partnership expands Shiseido’s exposure to the fast-growing prestige fragrance category while strengthening its licensed fragrance business, leveraging its Paris-based Center of Excellence and global distribution infrastructure to scale fashion-led fragrance brands internationally.
Source: Shiseido
