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Wella agreement with Max Mara

This article was originally published in The Rose Sheet

Executive Summary

Joint venture between Cosmopolitan Cosmetics and Italian fashion house will launch its first women's fragrance as early as spring 2004, Wella division announces Oct. 10. German firm plans to develop, manufacture and distribute both fragrances and cosmetic products worldwide under Max Mara label. Partnership is expected to generate net sales of nearly $100 mil. in coming years, Wella says. Arrangement continues Wella's aggressive series of acquisitions and agreements over the past year, including purchases of Yardley of London's North American business, Parisian fragrance firm Escada Beaute Group and prestige cosmetics maker Tony & Tina, as well as licensing deal with supermodel Cindy Crawford...

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