Luxury Italian fashion brand has just launched makeup and skin care ranges via a licensing agreement with L'Oréal, but will consumers want to pay the eyewatering price tag to have a piece of Prada?
Consumer engagement in the fragrance category is growing worldwide, fuelled by interest in wellbeing and mood but also seduction as people start to socialise again, says the CEO of L’Oréal.
Beauty major L’Oréal and luxury fashion house Prada are driving international noise around their first fragrance launch – an innovation that marks the first of many designed to build out a highly competitive global beauty brand, an executive says.
Global beauty major L'Oréal has signed a long-term license agreement with high-end Italian fashion house Prada to develop a luxury beauty line it says will be an ‘ideal complement’ to its Luxe brands.
![Interest and engagement has risen in fragrances globally as consumers look to target wellbeing, mood and seduction [Getty Images]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/headlines/market-trends/l-oreal-ceo-says-fragrances-soaring-globally-with-new-consumer-appetite-for-category/15649890-2-eng-GB/L-Oreal-CEO-says-fragrances-soaring-globally-with-new-consumer-appetite-for-category.jpg)
![The first product launch out of the long-term license agreement between L'Oréal and Prada is men's fragrance brand Luna Rossa Ocean [Image: L'Oréal/Prada Beauty]](https://www.cosmeticsdesign-europe.com/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/09/23/l-oreal-prada-license-agreement-launches-luna-rossa-ocean-eyes-global-beauty-push/12849852-1-eng-GB/L-Oreal-Prada-license-agreement-launches-Luna-Rossa-Ocean-eyes-global-beauty-push.png)
