Give Back Beauty secures Mercedes-Benz fragrance licensing agreement

Since 2011, INCC Parfums has held the fragrance license of Mercedes-Benz Customer Solutions GmbH, a subsidiary of Mercedes-Benz Group AG. After acquiring INCC Parfums, the licensee owner of the Mercedes-Benz car brand, Give Back Beauty has entered into a "long-term" fragrance agreement with the car brand. The privately held beauty group will now be responsible for the creation, production, marketing and distribution of Mercedes-Benz brand fragrances. Mercedes-AMG and Mercedes-Maybach are also part of the deal.

Give Back Beauty aims to build on the "quintessential elements and iconic symbols" of the car company's fragrance portfolio in 2024. These include an expansion of the Mercedes-Benz Parfums LSA (Land, Sea and Air) fragrance trilogy launched last year. It will also bring the company's first Mercedes-AMG fragrance range to "major" global markets. The first Mercedes-Maybach fragrance collection is expected to debut in September.

"Give Back Beauty aims to elevate the Mercedes-Benz fragrance brand in a luxurious and environmentally friendly way," said Corrado Brondi, executive chairman of Give Back Beauty. "In terms of distribution, each brand's strategy will be consistent with its respective positioning, i.e. wider distribution of Mercedes-Benz, selective placement of Mercedes-AMG's fragrance flagship stores and niche distribution of Mercedes-Maybach. "

Give Back Beauty’s Prestige division includes fragrance licenses for luxury brands including Zegna, Elie Saab and Chopard.