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Fashion brand will end its partnership Coty and launch first scent with L’Oréal Luxe in 2025.
February 12, 2024
By: Christine Esposito
Editor-in-Chief
L’Oréal Groupe and Prada S.p.A have signed a worldwide long-term license agreement for the creation, development, and distribution of the luxury beauty products for the Miu Miu brand. Miu Miu has been working with Coty, rolling out its first fragrance with the beauty brand in 2015. “We are excited to announce this partnership with a distinctive and leading beauty player such as L’Oréal. This new chapter will sustain the brand’s growth and help to further untap Miu Miu’s full potential in the category,” said Benedetta Petruzzo, Miu Miu's CEO. This partnership marks the sign of a new era of interpretation of the beauty facet of the brand, according to Coty and Prada. The first fragrances under L’Oréal are expected to be launched in 2025. The agreement will be effective after customary regulatory approvals, if any are needed, according to L'Oréal. “Over the past years, we have successfully established a very strong partnership with Prada teams. We are now thrilled to welcome Miu Miu and unleash together its outstanding potential in beauty. With its unique positioning, fueled by limitless creativity and experimentation, Miu Miu will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership in Fragrances,” said Cyril Chapuy, president of L'Oréal Luxe.
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