Shiseido aquires Serge Lutens trademark
today Mar 13, 2015
Shiseido is awaiting its official acquisition of upscale perfume and cosmetics brand Serge Lutens. Serge Lutens, whose fragrances are distributed by the Japanese cosmetics group, will remain head of the brand, which had been distributed by Shiseido., as reported by Women's Wear Daily.
The relationship between Serge Lutens and Shiseido started in 1980. Wishing to strengthen its international development, the Japanese group asked the photographer, who was also the artistic director of make-up at Dior, to rework its image. In 1992, Shiseido opened a store called Les Salons du Palais Royal Shiseido (which became Les Salons du Palais Royal Serge Lutens) at the Palais Royal and started to sell fragrances created by Serge Lutens.
In 1999, Serge Lutens launched his eponymous fragrance, the latest creation of which is La religieuse (105 euros, 50 ml). They are currently sold in around 2,000 points of sale around the world. The Japanese group wants to develop the Serge Lutens activity and notably to develop a network of stores.
Several giants in the cosmetics industry have recently shown interest in the niche fragrance brand, such as Estée Lauder, which has bought brands Frédéric Malle and Le Labo.
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