01.05.16
The trademarked name Serge Lutens, associated with luxury fragrances and cosmetics, now belongs to Shiseido. This brand was created in collaboration between the French creator, Lutens, and Shiseido, and the sale has been in the process of negotiation since last March.
Shiseido’s purchase of the trademark rights will enable the beauty company to invest more in the brand, including opening up directly managed boutiques in major cities worldwide, and gradually increase points of contact while keeping its prestigious image. The luxury brand currently has about 2,000 outlets in 35 countries.
Lutens will continue to direct the brand “to transmit the spirit and the style.”In order to continue to promote the Serge Lutens brand in the future, Shiseido has concluded that it would be the best way to purchase the brand while maintaining its concept, “Rare and Lux.”
Shiseido’s purchase of the trademark rights will enable the beauty company to invest more in the brand, including opening up directly managed boutiques in major cities worldwide, and gradually increase points of contact while keeping its prestigious image. The luxury brand currently has about 2,000 outlets in 35 countries.
Lutens will continue to direct the brand “to transmit the spirit and the style.”In order to continue to promote the Serge Lutens brand in the future, Shiseido has concluded that it would be the best way to purchase the brand while maintaining its concept, “Rare and Lux.”