Coty Renews Licenses with Bruno Banani and Mexx

Coty Inc. has renewed license agreements with Bruno Banani and Mexx, brands that it initially signed accords with in 2015 and 2016, respectively.

“I am delighted we have renewed our highly successful partnership with Bruno Banani as the brand celebrates its 30th anniversary. Since winning the license in 2015, Coty has cemented Bruno Banani’s position as Germany’s leading fragrance brand with the iconic Man and Woman,” said Sue Nabi, Coty’s CEO. “With the introduction of further blockbuster fragrance innovations, such as Loyal Man and Magnetic Woman, as well as other highly successful body care lines, Coty has built bruno banani into one of the leading consumer beauty brands in Germany, Benelux and Eastern Europe.”

The partnership has gone from strength to strength, following the successful renovation of the brand and its ongoing premiumization strategy, according to Coty, which says it plans to build upon this success through their shared vision of achieving further growth in female fragrances, attracting more younger consumers and capitalizing on the significant white space opportunity of scented care.

“We are excited to extend our dynamic partnership with Coty as we continue to bolster the positioning of our brand in beauty. This marks yet another exciting milestone in our ongoing relationship with Coty, as we work to bring our shared vision and values to life, across ever-evolving new categories, segments, and consumer groups,” said Jan Jassner, CEO of Bruno Banani.

In addition, Bruno Banani will also focus on consolidating its position with consumers in established markets, through the continued expansion and premiumization of its portfolio into new categories and innovations.

Mexx License Renewal

Coty also renewed the license agreement with Mexx. The partnership, which began in 2016, has been extended for more than 25 years, encompassing all Mexx fragrances and colognes.

“This long-term extension of our partnership will enable us to accelerate the brand’s momentum and fuel ambitious expansion plans into dynamic new markets and categories. We are all excited to collaborate on the next chapter of Mexx’s growth as we unleash the brand’s potential,” said Nabi.

“Our ongoing relationship with Coty mirrors that of Mexx’s foundation; a highly collaborative partnership between two compatible, complementary forces. We look forward to building upon our successful partnership with Coty as we refresh our signature lines and look toward exciting new growth opportunities,” said Ron Janssen, co-founder of RNF/Mexx Group.

Mexx’s fragrance line was first launched in 2000. Today, it has grown to become one of the top four fragrance brands in Germany. In 2023, Mexx unveiled a series of limited-edition fragrances that received widespread consumer acclaim, from the Mexx Summer Bliss mood boosting fragrance to the Mexx Black & Gold holiday fragrance.