Give Back Beauty acquires INCC Parfums and Mercedes-Benz license

Restore Beauty e Mercedes-Benz Customer Solutionsa subsidiary of Mercedes-Benz Group AG, have entered into a long-term business partnership, in conjunction with GBB’s purchase of the company. INCC Oillicense holder Mercedes-Benz perfume since 2011. With this partnership Give Back Beauty will be responsible for the development, production, marketing and global distribution of fragrances under the Mercedes-Benz brand, as well as the related brands Mercedes-AMG and Mercedes-Maybach. These will join the Give Back Beauty division, which also includes licenses for luxury brands such as Zegna, Elie Saab e Chopard.

“Give Back Beauty will work to elevate the Mercedes-Benz Parfums brand to a new level of luxury and
environmental sustainability – commented Corrado Brondi, Chairman of the Give Back Beauty Group -. This commitment is emphasized by the introduction of the revolutionary trilogy line LSA (Land – Sea – Air), marking the return of the key elements and the iconic symbol of the brand. Throughout 2024, Give Back Beauty will focus on the expansion of the LSA line, the launch of the first Mercedes-AMG fragrance collection in key international markets, and the launch of the Mercedes-Maybach fragrance line, scheduled for September.

“Regarding the distribution – continued Brondi -, the strategy of each brand will correspond to its position: Mercedes-Benz will have a wide distribution, Mercedes-AMG will be placed selectively in the main sales points, while Mercedes-Maybach will have a niche distribution. “.