Coty inks license agreement with Lena Gercke to launch debut fragrance

Coty Inc. has inked a license agreement with German television presenter and model, Lena Gercke, to introduce her debut fragrance under her fashion brand LeGer. 

Under the agreement, Coty will undertake the development, production, and distribution of the new LeGer fragrance. The fragrance is slated for launch in the DACH region (Germany, Austria, and Switzerland) this summer. 

“We are delighted to be collaborating with Lena Gercke to bring our shared vision to life in the beauty space,” said Stefano Curti, Coty’s chief brands officer consumer beauty. 

“Lena’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her.”

The agreement marks the beginning of a long-term partnership between Coty and Gercke, and is founded on shared values of empowerment, inspiration, and innovation. 

Gercke added: “This partnership with Coty marks another big step for the brand as we make our foray into the beauty space. I am thrilled to be working with the industry leader, to develop a fragrance which is emblematic of the ethos that underpinned LeGer’s creation: the idea of being able to express yourself freely and feel confident and comfortable with who you are.”