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L’Oréal pushes on luxury: Miu Miu beauty products enter the wallet

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L’Oréal pushes on luxury: Miu Miu beauty products enter the wallet

ServiceCosmetics industry

The launch of the first fragrances is scheduled for 2025

at Marika Gervasio

February 9, 2024

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Another luxury brand is added to the L’Oréal group’s portfolio. After the collaboration with Prada, in fact, comes the exclusive global license agreement for the creation, development and distribution of beauty products of the Miu Miu brand which enters the Luxe division of the French cosmetic giant which closed 2022 with a turnover of 38.26 billion euros, 87,400 employees, 20 research centers in 11 countries and a dedicated team made up of over 4,000 scientists and 5,500 professionals in the technological and digital sector.

The launch of the first fragrances is scheduled for 2025. «This partnership will help support the growth of the brand and will help further develop Miu Miu’s potential in the category» comments Benedetta Petruzzo, CEO of Miu Miu. Cyril Chapuy, president of L’Oréal Luxe, adds: «In recent years we have successfully established a very strong partnership with the Prada team. We are now thrilled to welcome Miu Miu and together develop its exceptional potential in the beauty industry. With its unique positioning, fueled by boundless creativity and experimentation, Miu Miu will perfectly complement L’Oréal Luxe’s ​​portfolio of iconic brands and strengthen our global leadership in fragrances.”

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