Coty, Playboy Announce Fragrance License Agreement

By admin - Posted on March 4th, 2008

Iconic Lifestyle Brand to Collaborate with World's Largest Fragrance Company on New Men's Product

NEW YORK, February 29, 2008 -- Coty Inc., a leader in global beauty and the world's largest fragrance company, announced today that it has entered into a license agreement with Playboy Enterprises, Inc. to develop a new, global men's fragrance line under the Playboy brand name.

"Playboy's rich history of glamour, indulgence and fun, combined with a cutting edge lifestyle creates the perfect formula for a new men's fragrance line," said Bernd Beetz, CEO, Coty Inc. "One of the world's most recognized and iconic brands, Playboy is known by men and women around the world. We anticipate that this fragrance will quickly become a successful part of our lifestyle brands portfolio at Coty Beauty."

"With Coty's global success and impressive fragrance industry expertise, they were clearly the right partner for our fragrance debut," said Christie Hefner, Chairman and CEO of Playboy Enterprises, Inc. "Just as Francois Coty revolutionized the fragrance industry over 100 years ago, my father started a revolution over a half century ago. There is no one better to work with on the development of Playboy's first global fragrance."

"Playboy is an aspirational lifestyle brand that embodies a very playful, metropolitan lifestyle of success and sexiness. Playboy is the perfect match to create a new men's fragrance, as it is a brand that inspires a lifestyle of fantasy and desirability," stated Steve Mormoris, SVP Global Marketing, Coty Beauty. "The world's largest fragrance company coupled with Playboy's globally recognized lifestyle brand can only be a winning combination."

The new fragrance is scheduled for global distribution beginning fall 2008 with initial plans to launch in Europe, North America, Latin America and Asia. A product launch event for Playboy's first global fragrance is being planned for this summer and marketing plans are currently in development.

Financial terms of the agreement were not disclosed.

About Coty Inc.
Coty was created in Paris in 1904 by François Coty who is credited with founding the modern fragrance industry.

Today, Coty Inc. is the world's largest fragrance company and a recognized leader in global beauty with annual net sales in excess of $3.5 billion 1. Driven by entrepreneurial spirit, passion, innovation and creativity, Coty Inc. has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 91 markets worldwide.

The Coty Prestige brand portfolio is distributed in prestige and ultra-prestige stores and includes Baby Phat, Calvin Klein, Cerruti, Chloé, Chopard, Davidoff, Jennifer Lopez, Jette Joop, Jil Sander, JOOP!, Karl Lagerfeld, Kenneth Cole, L.A.M.B. fragrance by Gwen Stefani, Lancaster, Marc Jacobs, Nautica, Nikos, Phat Farm, Sarah Jessica Parker, Vera Wang and Vivienne Westwood.

The Coty Beauty brand portfolio is more widely distributed and includes adidas, Aspen, Astor, Celine Dion, Chupa Chups, David and Victoria Beckham, Dermarest, Desperate Housewives, Esprit, Exclamation, Jovan, Kate Moss, Kylie Minogue, La Cross, Miss Sixty, Miss Sporty, N.Y.C. New York Color, Orajel, Pierre Cardin 2, Rimmel, Sally Hansen, Shania Twain, Stetson, Tonino Lamborghini and Vanilla Fields.

Coty and Puig Fashion and Beauty S.A. have a strategic partnership for the distribution of the perfume lines of Nina Ricci, Carolina Herrera, Prada, Paco Rabanne, and Comme des Garcons in the United States and Canada.

For additional information about Coty Inc., please visit www.coty.com.

1. Includes Del Laboratories, Inc., which Coty acquired on December 31, 2007.
2. Not available in North America

About Playboy Enterprises, Inc.
Playboy Enterprises is a brand-driven, international multimedia entertainment company that publishes editions of Playboy magazine around the world; operates television networks and distributes programming globally; owns Playboy.com, a leading men's lifestyle and entertainment website; and licenses the Playboy trademark internationally for a range of consumer products and services.

For more information please visit playboyenterprises.com.

Source: Playboy Enterprises, Inc.

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