Colorful Licenses signs distribution deal with Beauty2market

Tina Milton

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Colorful Licenses has appointed Beauty2market as the distributor of Oilily beauty collections and Betsey Johnson fragrances in the Western Hemisphere

Colorful Licenses has appointed Beauty2market to handle the distribution of the Oilily beauty collections and Betsey Johnson fragrances in the Western Hemisphere. Colorful Licenses is also in negotiations with three major celebrities over fragrance deals and plans to launch the fragrance from wedding dress designer Monique Lhuillier fragrance later this year.

Commenting on the new deal, Colorful Licenses president Cees Homburg said: “Beauty2market has the high level experience and knowledge that we are looking for in duty-free. I am certain the team will continue the great work that we have already developed in the region for Oilily fragrance and accessories and the newly-launched Betsey Johnson fragrance. This year is going to be very strong for both brands and we are very much focused on developing the market. The success of the recent launch of Betsey Johnson’s new fragrance in the US domestic market means we have a great start in the duty-free arena as demand and brand awareness is already very high.”

Beauty2market co-founder and principal David Tillman said: “Our aim is to make certain that all clients have been exposed to the brands prior to April’s IAADFS's Duty Free Show of the Americas, and to begin listing the brands as widely as possible to take advantage of the penetration achieved within the US. domestic market.”

Colorful Licenses, which has been the licensee for Oilily fragrances and accessories for the past 18 years, launched the Betsey Johnson fragrance collection in September 2006. To date Oilily is distributed throughout the US domestic market through the Oilily boutique network and department stores. Since the launch of Betsey Johnson the fragrance line is now distributed in 1,000 departments stores across the US, including Bloomingdales, Macy’s and Nordstrom and by the end of March this number will rise to 1,250.

“We are still launching across the US and the reaction from retailers has been fantastic with total sell out in several cases. Now we are working on the next phase of the launch, which is in Europe and the Middle East,” added Homburg.

The international roll-out will begin over the coming six months, starting with Spain, Germany and the UK. In the Middle East, where Betsey Johnson has a strong presence, distribution will begin in Kuwait and Saudi Arabia, and distribution will continue throughout the year in the Far East, in particular in Japan where Betsey Johnson has a huge following and presence.

Beauty2market’s Tillman added: “As this expansion occurs and an increasing number of travellers become exposed to the vibrancy, excitement, playfulness and point of sale impact of the brand, we will make certain Betsey Johnson is well positioned to succeed in travel-retail. Cruise ships and airport stores are our first priorities, with plans to eventually introduce the brand to the border crossings with Canada as the brand expands in that local market.”