GENEVA & LONDON —Procter & Gamble has announced that P&G Prestige has entered into a licensing agreement with Alexander McQueen to manufacture and sell designer fragrance products under the Alexander McQueen brand name.
“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,” stated Joanne Crewes, president of 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.”
“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,” stated Jonathan Akeroyd, president and CEO of Alexander McQueen.