Give Again Magnificence, formally the licensee for Britney Spears’ Britney Manufacturers as of Jan. 1, is seeking to supercharge momentum for the longstanding perfume vary.
This comes after the Italian magnificence conglomerate signed a transition settlement late final fall with Revlon’s Elizabeth Arden, which was the longtime licensee for Britney Manufacturers and beforehand renewed its partnership with Spears each 5 years because the line debuted in 2004.
The deal was reached following a monthslong dispute between the businesses after Revlon filed a lawsuit on Aug. 26 within the Southern District of New York in opposition to GBB and 4 former Revlon staff. The swimsuit accused the workers of sharing “commerce secrets and techniques” with GBB earlier than shifting to the corporate and “taking the Britney Manufacturers relationship with them.”
The lawsuit was formally withdrawn in December after negotiations between Revlon and GBB reached an settlement, whereby the latter paid an undisclosed sum to Revlon to accumulate the formulation and different mental property rights for Britney Manufacturers.
“Give Again Magnificence will deliver Britney’s perfume and wonder enterprise to a different degree,” mentioned GBB founder and chief govt officer Corrado Brondi. “We’re trying ahead to constructing on that legacy, introducing improvements to her product traces and increasing the model into new markets globally whereas guaranteeing the spirit and authenticity of her model stay intact.”
The primary new Spears perfume beneath the Give Again Magnificence umbrella might be launched in 2026, Brondi mentioned.
“We’re within the very early phases now, however the goal is to maintain creating Britney’s present perfume pillars — as a result of they’re very sturdy — whereas additionally launching new perfume pillar traces within the years to return,” mentioned Brondi, who didn’t specify the size of GBB’s newly inked license with Britney Manufacturers however mentioned it’s a “long-term settlement.”
Greater than 40 Britney Manufacturers fragrances had been launched over the course of Spears’ 20-year partnership with Revlon, with bestsellers as we speak together with Fantasy, Curious and Midnight Fantasy, all priced beneath $30. By 2006, the road crossed the $300 million gross sales threshold, promoting greater than 10 million items since its debut with Curious in September 2004.
The fragrances are bought in additional than 60 nations, with key markets together with the U.S., U.Okay., Spain and Brazil and retailers together with Amazon, Walmart and CVS Pharmacy within the U.S.; Consumers Drug Mart and London Medicine in Canada, and division and specialty shops resembling El Cortes Ingles and The Fragrance Store in Spain and the U.Okay., respectively.
“My perfume enterprise has all the time held a particular place in my coronary heart — it’s all the time been a method for
me to attach with my followers, who I like,” Spears mentioned in a press release, including, “I’m excited for this new chapter and bringing extra magnificence into the world with Give Again Magnificence.”
The road’s customers are primarily Millennial and Gen Z ladies, although GBB is “additionally youthful client Targets who look to Britney as a robust reference,” Brondi mentioned.
Britney Manufacturers joins GBB’s U.S. perfume division, which additionally options Tommy Hilfiger’s perfume line, acquired by GBB from The Estée Lauder Cos in 2022. The conglomerate additionally operates an indie and expertise division, which incubates celebrity-backed manufacturers resembling Blake Vigorous’s hair care model Blake Brown in addition to a status division, which incorporates perfume licenses for luxurious manufacturers resembling Zegna, Elie Saab and Mercedes-Benz.
“Britney Spears is an ideal match for our U.S. perfume division — it’s a related, sizable perfume model and we consider it has sturdy potential to develop sooner or later,” Brondi mentioned.
Final month, GBB signed an settlement with Italian big Angelini Industries to accumulate its magnificence division, AB Parfums SpA, for an undisclosed quantity. Launched in 2013 as Angelini Magnificence, AB Parfums SpA develops fragrances for manufacturers like Trussardi, Laura Biagiotti and handles Italian distribution for Ralph Lauren, Maison Margiela and extra.