Beauté Prestige International is set to introduce a new line of fragrances from Tunisian-born fashion designer Azzedine Alaïa from 2015.
The launch follows the signing of a 13-year exclusive licensing deal between BPI (wholly owned by Shiseido Group) and Azzedine Alaïa Couture (Richemont Group) for the creation, manufacturing and worldwide distribution of perfumes and cosmetics under the Azzedine Alaïa brand. Financial terms of the agreement were not disclosed.
Paris-based Alaïa’s fashion clients include an array of celebrities and establishment figures including Michelle Obama, Carla Bruni and Lady Gaga. He has a boutique in Rue de Moussy, and a soon-to-open boutique in Rue Marignan in Paris.
Based on previous launches, it is likely that the distribution strategy for Azzedine Alaïa beauty lines will be similar to that of Narciso Rodriguez and, more recently, Elie Saab – a niche, door-by-door rollout which has been successful in both cases. These licences were taken on by BPI in 2003 and 2011.
Since its creation in 1990 as Shiseido’s vehicle for developing designer fragrances, BPI has built a portfolio that expresses the individuality and its brands. The biggest in the portfolio are Issey Miyake (1992), Jean Paul Gaultier (1993).
In 2011, Jean Paul Gaultier became majority-owned by family-owned Barcelona-based fashion-to-fragrance house Puig whose fashion division includes Carolina Herrerra, Nina Ricci and Paco Rabanne. In all cases, the beauty business of these brands is in-house with Puig. BPI continues to be the current Gaultier licence-holder for beauty, but that deal ends in 2016.
The company is therefore expected to step up its client portfolio in the coming years. Commenting on this latest licence, Remy Gomez, President and CEO of BPI, says: “We are honoured that Mr Alaïa, one of the French couture masters, has entrusted BPI with the task of creating his first perfume. What a wonderful challenge for BPI to translate Alaïa’s world, which has radiated for 30 years, into perfume.”