Last October, Retail Beauty reported that The Estée Lauder Companies (ELC) would phase out its Aramis & Designer Fragrances division over the next two years.
Aramis, the best-selling men’s fragrance stalwart released in the 1960s, moved to another Lauder division, but other leading designer brands have ended their licensing deals with ELC. Tory Burch shifted to Shiseido in 2020 and the Donna Karan and DKNY franchises found a new home with Inter Parfums last year. Michael Kors also signed a new agreement with Euroitalia, the Italy-based multinational and maker of Versace fragrances.
US fashion icon Tommy Hilfiger has also exited from Lauder and has inked a new agreement with Give Back Beauty (GBB).
Founded by Corrado Brondi, Milan-based GBB is a distributor and developer of prestige fragrances and cosmetics. The company comprises two divisions and has existing license agreements with Elie Saab, Chopard, Florence by Mills, the US clean beauty brand, and many more.
Last July, GBB signed a 10-year licensing agreement with Iceberg, the Italian luxury fashion brand noted for sportswear, leatherware and jeans, to create and develop men’s and women’s fragrances.
Tommy Hilfiger founded his namesake brand in 1992 and released his first fragrance – Tommy – in 1995 through Estée Lauder. The popular citrus aromatic scent is still very popular in the US and Australia and there has been a standing army of juices for men and women launched in the 27 years since its debut.
The new license covers the Tommy Hilfiger beauty and wellness business, encompassing fragrances, skincare, haircare, bodycare, cosmetics and home fragrances. GBB will commercialise and distribute the existing Tommy Hilfiger fragrances, including the lucrative Tommy Now and Impact franchises, and will start developing new products for release in early 2023.
The Tommy Hilfiger brand is owned by PVH Corp, a Netherlands-based company whose stable also includes Calvin Klein. The partnership with Give Back Beauty marks an exciting new chapter for our Tommy Hilfiger beauty and wellness business, noted Martijn Hagman, CEO of Tommy Hilfiger Global and PVH Europe.
GBB CEO Corrado Brondi added – “We are enthusiastic about this partnership. As a quintessential fashion brand with a classic American DNA and meaningful and relevant purpose, Tommy Hilfiger has incredible potential within the beauty industry.”
