THE WHAT? The Tommy Hilfiger beauty business has left The Estee Lauder Companies and entered into an exclusive licensing agreement with Give Back Beauty.
THE DETAILS As reported by Global Cosmetics News last year, the Estee Lauder Companies is winding down its Aramis & Designer Fragrances unit, with Tommy Hilfiger now joining stablemates Elie Saab, Chopard and Philipp Plein at Give Back Beauty.
Stating that there’s ‘no category off limits’ due to the brand’s flexibility, Avery Baker, President and Chief Brand Officer of Tommy Hilfiger Global highlighted that there were new launches to come in 2023.
Talking about the deal with Give Back Beauty, Baker said, “They have really grown a strength in connecting with Gen Z and with next-gen consumers, especially through digital. In terms of product capabilities, what they do extends quite far beyond just fragrance. They’re really working across the entire beauty category in products that are comprised of beauty, or home or self-care, including body and wellness. We found that portfolio approach to looking at the category more holistically as a very important and appealing aspect for the future.”
THE WHY? The agreement is said to give the brand an opportunity to rethink its strategy, and could be on track to align with the booming self-care market.
Baker continued, “For the last many years, Tommy has been predominantly present with a fragrance business. We really haven’t uncapped and unlocked the potential that we believe does exist if we think about body, hair, wellness and of course, beauty, cosmetics and skin. It’s premature for me to speak specifically in detail, but across all of those as well as home fragrance.”