A three-pillar agreement to reshape luxury beauty
The alliance is built upon three complementary pillars that immediately position the partnership as a major force in high-potential categories:
- Acquisition of The House of Creed: Under the terms of the agreement, Kering has the right to sell Kering Beauté, including the House of Creed, to L'Oréal. Creed, a true heritage name in haute parfumerie, will join L'Oréal Luxe to accelerate its global development across both men's and women's markets, capitalising on its celebrated craftsmanship and mastery of rare natural ingredients.
- Iconic Beauty and Fragrance Licenses: The partnership encompasses the rights to the beauty and fragrance licenses for several iconic Houses of Kering.
- Exclusive Wellness Venture: Kering and L'Oréal will launch an exclusive venture to jointly explore new business opportunities in the burgeoning field of wellness and longevity.
Securing the future of Gucci Fragrance and Beauty
A key element of the agreement includes the rights to enter into a 50-year exclusive license for the creation, development, and global distribution of fragrance and beauty products for Gucci. This move builds upon the successful foundation established by the existing collaboration, such as the success of Yves Saint Laurent Beauté, ensuring the Gucci brand’s powerful aesthetic and creative vision are translated into its beauty offerings for decades to come.
This strategic move aims to leverage the complementary strengths of the two Groups to accelerate growth and unlock considerable value across high-potential categories within the luxury market.
