GCI Magazine

Segments Sponsored by

Email This Item!
Increase Text Size

Alexander McQueen Enters the Fine Fragrance Business with P&G

Posted: June 19, 2013

The Procter & Gamble Company (P&G) and Alexander McQueen announced P&G Prestige has signed a contract to enter into a license agreement with Alexander McQueen to manufacture and sell designer fragrance products. Effective immediately, P&G will begin to develop and market fragrances under the Alexander McQueen brand name to expand its business into the fine fragrance category.

“Alexander McQueen has captured the imagination of the world in a unique and indelible way. The brand has become synonymous with modern British couture and will bring their incredibly passionate and emotional point of view to fragrance,” said Joanne Crewes, president, P&G Prestige. “Alexander McQueen brings a unique perspective to the P&G Prestige portfolio. The contrasting elements of their design approach: fragility and strength, tradition and modernity, fluidity and severity is incredibly rich territory for fragrance development. This creative approach combined with our expertise in fragrance and brand building creates a wonderful opportunity for global growth and expansion. It is a tremendous privilege to partner with Alexander McQueen and to bring this incredible brand into beauty.”

"Creating a fragrance feels like a natural progression as it enhances the world of Alexander McQueen. I'm very excited by this opportunity to collaborate with P&G Prestige, to work together to create a scent that captures the unique sensibility of the house," said Sarah Burton, creative director of Alexander McQueen.

Jonathan Akeroyd, president and CEO of Alexander McQueen, said, “With the growing popularity and interest in Alexander McQueen, signing a fragrance license was a natural development for the house in expanding our product offering to reach a wider audience. P&G Prestige has showed such passion and belief in our brand, coupled with their expertise and knowledge in fragrances, I am confident that this will be an exciting and successful collaboration.”

The signing of the Alexander McQueen fragrance license is consistent with P&G Prestige’s strategy to grow the business with strong brands with global leadership potential. Alexander McQueen is complementary to P&G’s existing designer fragrance portfolio and expands upon their strong luxury fragrance brands.