Proenza Schouler Will Cooperate With L'OREAL To Expand Business

The US fashion brand Proenza Schouler has signed a long-term licensing agreement with L'OREAL to produce and develop premium perfume business.

Proenza Schouler has never been in the field of perfume before, but the idea has been hidden in the mind of designer Jack McCollough and Lazaro Hernandez.

They said in an interview that "developing in the field of perfume has always been our dream. We can not imagine that one day we will have this opportunity to cooperate with the world leaders in this field.

We look forward to pforming our visual aesthetics into a delicate and emotional world of perfume. "

Proenza Schouler has just been named one of the six brands with strong potential for development in the future by WWD. They said that in order to sustain growth, they are looking for more investment and aiming at expanding men's wear and perfume series.

Since the launch of Proenza Schouler in 2002, designer Jack McCollough and Lazaro Hernandez have been the darling of New York fashion week.

Over the years, they have won many prestigious awards.

The fashion brand has many licenses, including

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Nicolas Hieronimus, President of L Or al al L'OREAL Selective, said Hernandez and McCollough "clearly belong to today's most inspiring American designers.

Nathalie Dur n, general manager of L'OREAL designer perfume brand, also believes that "Proenza Schoulder is"

One of the most inspiring brands on stage, they redefine the significance of modern women.

Proenza Schouler will become part of the designer's brand perfume department, which also includes Viktor & Rolf, Diesel, Maison Margiela and Cacharel brands.

Consumer Edge Research analyst Javier Escalante said, "this license is in line with the work of perfume, fashion and luxury goods. L'OREAL's latest perfume Armani S series and Lanc me me La vie" perfume "have good traction.

It is not yet clear how many L 'Or e al's success reflects the revival of European Economic and tourism retailing, or that competitors no longer emphasize perfume.

He pointed out that Procter and Gamble Procter & Gamble are adjusting their portfolios, perhaps including perfume, while Est e e Lauder Cos. Inc. focuses on skin care and make-up.

Since the American cosmetics giant did not retain the licensing of the two most sought after fashion brands, Stella McCartney and Alexander McQueen, Escalante believes that the relatively small fashion brand's contribution to L'OREAL is a problem.

At present, Stella McCartney and Alexander McQueen have been pferred to P&G company.