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18 Apr

Mercedes-Benz Signs Fragrance Partnership With Give Back Beauty

MILAN — Give Back Beauty and Mercedes-Benz Customer Solutions GmbH — a subsidiary of Mercedes-Benz Group AG — have inked a long-term business partnership, WWD has learned.

The deal comes along with Give Back Beauty’s takeover of INCC Parfums, the automotive brand’s license owner since 2011. Financial details of the deal weren’t disclosed.

With the move, Give Back Beauty will take charge of the creation, production, marketing and global distribution of fragrances under the Mercedes-Benz label, in addition to its related brands Mercedes-AMG and Mercedes-Maybach. These will join Give Back Beauty’s prestige division, which also includes licenses for luxury brands reminiscent of Zegna, Elie Saab and Chopard.

“We’re pleased to integrate INCC under Give Back Beauty’s roof, since its key values, respect, innovation and social responsibility are very consistent with those of [our company],” said Give Back Beauty’s founder and executive chairman Corrado Brondi.

Founded in 1990 and specialized within the creation and development of sustainable fragrances, Paris-based INCC Parfums also holds the license for fragrances and body look after luxury beachwear brand Vilebrequin, which it signed in 2022.

Give Back Beauty will carry on this project, too, with Brondi teasing that the launch of the road “is planned for 2025 and can be strongly supported” by the corporate.

As for the Mercedes-Benz Parfums brand, Brondi said the mission is to raise it toward a luxury and eco-responsible approach, while continuing to support the present bestsellers.

The strategy will follow within the footsteps of the brand’s Land, Sea, Air trilogy of scents introduced last yr, crafted by IFF master perfumer Anne Flipo. The three-fragrance men’s range was inspired by the German luxury brand’s own signature star — which features three points, each signifying a component — and marked the primary time Mercedes-Benz scents were encased in recycled glass bottles with aluminum caps with outer packaging product of algae-derived biodegradable paper.


“In 2024, we’ll pursue the rollout of the [Land, Sea, Air] line and the primary Mercedes-AMG line in key territories across the globe,” Brondi said. “This strategic approach can be reinforced by the launch of the primary Mercedes-Maybach fragrance line” in September, he added. 

Distribution for different brands will align with their respective positionings, said Brondi, with a wider footprint for Mercedes-Benz; a more selective one with a deal with flagship perfume stores for Mercedes-AMG, and a distinct segment distribution for Mercedes-Maybach, including a preview on the Mercedes-Benz e-commerce and within the stores of MIOL — Maybach Icons of Luxury. 

Brondi underscored the general plan is to leverage Give Back Beauty’s global presence to spice up the INCC business. The privately held beauty group operates in greater than 130 countries through retailers, direct-to-consumer channels and distributors and counts roughly 350 employees engaged in its multiple divisions scattered internationally. 

Along with its Paris-based prestige segment dedicated to luxury brands, Give Back Beauty has a way of life division including the sweetness licenses for Tommy Hilfiger and Iceberg, and a Los Angeles-based indie and talent division that acts as an incubator for celebrity-backed brands, reminiscent of the Florence by Mills brand by actress Millie Bobby Brown. The corporate also serves as a strategic and distribution partner for other perfume and sweetness labels, including Dolce & Gabbana, Olaplex, Pink Sugar and Billie Eilish.

The INCC acquisition comes at a time of growth for Give Back Beauty. In accordance with an announcement, the group’s revenues multiplied by six times prior to now three years.

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