P&G to launch Christina Aguilera fragrance

Singer Christina Aguilera is launching into the celebrity fragrance market after signing a licensing deal with personal care company Procter & Gamble (P&G). It is due to be launched towards the end of this year.

The deal is part of an aggressive growth strategy for P&G’s Prestige Products division. It is understood to be its first deal with a celebrity.

There has been a surge in celebrities launching own-label fragrance lines, with singers Kylie Minogue and Gwen Stefani both securing global licensing agreements with Reckitt Benckiser-owned fragrance giant Coty last year.

P&G Prestige Products was formed in 2005 following the merger of Cosmopolitan Cosmetics, previously a division of Wella Group, with P&G’s existing worldwide fragrance business.

The fine fragrance business unit, which is based in Geneva and forms part of P&G Beauty, owns or holds licenses for leading fragrance brands such as Hugo Boss, Lacoste, Gucci, Escada and Dolce & Gabbana.

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