Playboy and Coty team up to launch men’s fragrance

Lifestyle brand Playboy is launching a global men’s fragrance with perfume company Coty. Distribution will begin in Autumn this year under the Playboy brand name.

Lifestyle brand Playboy is launching a global men’s fragrance with perfume company Coty. Distribution will begin in Autumn this year under the Playboy brand name.

The companies plan to launch initially in Europe, North America, Latin America and Asia, and marketing plans are in development.

Coty’s CEO Bernd Beetz says Playboy is one of the world’s “most recognised and iconic brands”, and he anticipates the fragrance will become a “successful” part of the Coty business. Playboy will join brands Adidas, Rimmel and Aspen on Coty’s fragrance portfolio.

Coty was founded in Paris in 1904 by Francois Coty and currently has global net sales of $3.5bn (£1.8bn). It is also understood to have signed Oscar-winning actress Halle Berry to launch a fragrance under her name. She joins celebrities including Kate Moss and David and Victoria Beckham in launching a signature scent.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here