Elie Saab inks perfumes and cosmetics license with Brands Beyond Beauty
Elie Saab has signed a long-term global licensing agreement for perfumes and cosmetics with Brands Beyond Beauty.
Brands Beyond Beauty will handle the entire strategic and operational creation, distribution, online and offline sales and marketing of the Lebanese couturier’s perfumes and cosmetics, the fashion house said in a release. The license became effective on January 1st, 2021, though Saab only revealed the deal this weekend.
“The agreement represents an important milestone in the development of the brand in the beauty universe and a new chapter in its worldwide development. The Elie Saab group and Brands Beyond Beauty's top management will focus on joint resources to bring new perspectives to Elie Saab Parfums and achieve stronger positions in brick and mortar and online channels,” the fashion brand stressed.
“As part of both companies’ commitment to social responsibility, the collaboration will have at its heart a “positive impact” approach to the business, starting with a major and symbolic initiative in 2021: a percentage of the sales of Elie Saab Le Parfum, the best-selling fragrance of the brand, will be donated for the reconstruction of Beirut,” explained the house, adding that further details about this initiative will be communicated in the coming weeks.
“In our continuous effort to drive innovation and optimize our development strategy, we have joined forces with Brands Beyond Beauty to translate our vision of growth in the fragrance and cosmetics industry… This agreement will reinforce our worldwide positioning in this industry with new product offerings and global market expansion,” CEO, founder and creative director Elie Saab said.
Le Parfum, the Saab’s iconic fragrance, celebrates its 10th anniversary this May; and the new partners are planning a fresh campaign to celebrate the signature fragrance and the introduction of a new version of the scent.
Founded in 1982, when Saab was just 18 years old, the house of Elie Saab has gone on to become a major couture house, staging some of the best attended runway shows in Paris during the couture and ready-to-wear seasons in the Paris capital.
Besides boasting ateliers in Paris and Beirut, Saab’s house also has expanded to include divisions in ready-to-wear, bridal, accessories, eyewear and fragrance categories. A decidedly glamorous creator of high fashion, Saab famously dressed Oscar winner Halle Berry when she won an Oscar for Monster's Ball in 2002. He has also diversified into junior wear; kidswear and a home and interiors line.
Based in Switzerland, the Brands Beyond Beauty Group is an international company focused on innovative brand building, global distribution and disruptive marketing implementation in the luxury perfumes and cosmetic field. Besides Saab, Brands Beyond Beauty handles the beauty businesses of Chopard and Philipp Plein (through its subsidiaries PFCH Luxe and Philipp Plein Parfums), achieving luxury positioning, top consumer rankings and an international quality distribution.
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