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.