FW21 marks the beginning of the international partnership between the two companies for creation, development and distribution of fragrances.
Liu Jo, the Italian premium brand symbol of dynamism and glamour at international level, and Desire Fragrances, an international manufacturing, design, marketing and distribution company with over thirty years of experience in beauty products, signed an exclusive 5- year international agreement for the licensing of Liu Jo brand fragrances. The partnership marks the beginning of a new and important collaboration aimed at consolidating Liu Jo products in the fragrances and beauty segment.
In the coming years this powerful collaboration will give rise to new fragrances for her and - for the first time ever - for him and will strengthen the brand establishment in the beauty market abroad, through plans for internationalization targeting Europe and the United States. Indeed, Liu Jo and Desire Fragrances are linked by the common willpower to tell more about the sparkling and distinctive style of Liu Jo and its fragrances in and outside the Italian market, through innovative and captivating packaging enclosing unique fragrances.
Desire Fragrances will contribute with its expertise to the development of the beauty brand through its worldwide distribution channels:
"Our thirty-year experience made us develop solid and trustworthy relationships with multiple international markets and, thanks to our strong passion and knowledge of the beauty industry, we have enriched our portfolio with expanding and world-renowned brands. It’s such an exciting challenge for us to contribute with our experience to a brand success, especially if linked to the Italian identity"
says Antonio Lemma, CEO of Desire Fragrances. Marco Marchi, Chief Executive of Liu Jo, stated:
"This new license agreement strengthens even more the lifestyle universe of Liu Jo. I’m certain that our partnership with Desire Fragrances will bring enormous added value in the coming seasons, within the beauty market segment, which is increasingly more challenging and articulated. Our main goal is to grow the brand offer abroad, by increasing the brand awareness within the fragrance world, in order to meet and win new challenges".