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German model’s fast-growing lifestyle brand will expand into beauty this summer with a scent launch.
May 7, 2024
By: Christine Esposito
Editor-in-Chief
Coty Inc. has signed a long-term license agreement with Lena Gercke to develop, produce and distribute fragrances. The accord marks the beginning of a long-term partnership between Coty and the German TV presenter and model who is CEO and founder of LeGer by Lena Gercke. “We are delighted to be collaborating with Lena Gercke to bring our shared vision to life in the beauty space,” said Stefano Curti, Coty’s chief brand officer, consumer beauty, in a statement. “Lena’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her.” Coty will develop, produce, and distribute the debut LeGer fragrance, which is expected to launch in the DACH region (Germany, Austria and Switzerland) this summer. “This partnership with Coty marks another big step for the brand as we make our foray into the beauty space,” Gercke. I am thrilled to be working with the industry leader, to develop a fragrance which is emblematic of the ethos that underpinned LeGer’s creation: the idea of being able to express yourself freely and feel confident and comfortable with who you are.” LeGer by Lena Gercke initially launched collaboration with the online retailer AboutYou in 2017. In 2020, Gercke moved the now-independent company to Berlin. The fashion business has expanded into furniture and home accessories.
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