Tommy Hilfiger’s beauty business has a new delegate.
Give Back Beauty, which holds the Elie Saab, Chopard and Philipp Plein licenses, has entered into an exclusive licensing agreement with the brand.
The license was held by Estée Lauder Cos. Inc. since 1993, which last year announced the closure of its designer fragrance division.
The operation offers the brand the opportunity to rethink its beauty strategies, as well as its potential points of expansion. According to Avery Baker, President and Chief Brand Officer of Tommy Hilfiger Global, Give Back Beauty’s track record in other categories and demographics was of interest to the brand.
“They’ve really developed a strength in connecting with Gen Z and with next-gen consumers, especially through digital,” Baker said. “In terms of product capabilities, what they do goes far beyond just fragrance. They really work across the whole beauty category in products that include beauty, home, or personal care, including the body and wellness. We found this portfolio approach of looking at the category more holistically as a very important and attractive aspect going forward.
New launches are coming in 2023, Baker said, the format of which will vary. She expects the self-care trend to catch on with the brand’s existing and future customers, given its status as a lifestyle brand.
She clarified that no category is prohibited, given the flexibility of the brand. “For the past few years, Tommy has been primarily present with a fragrance business. We really haven’t gone beyond and unlocked the potential that we believe exists if we think about body, hair, wellness and of course beauty, cosmetics and skin. It’s premature for me to speak specifically in detail, but through all of this as well as the home fragrance.
It is this trust in the brand that has attracted Give Back Beauty, which mainly holds licenses for luxury brands. “There was an alignment with our strategy, which differs from other beauty companies – we focus on a limited number of opportunities,” said Corrado Brondi, Founder and CEO. “Tommy was very different from the other brands in our portfolio, which was a big plus. Our brands are rather high-end European or Middle Eastern. It is not a luxury fashion brand, but a strong American and lifestyle brand with global awareness and assets.
Brondi’s strategy for the brand is similar to other Give Back Beauty licenses: diversify offerings, then provide consumers with multiple in-person and online touchpoints, while adding a touch of purpose. “This cross-category approach is very important, as is looking at omnichannel distribution. All with a strong focus on sustainability, which has become a staple for consumers. All this has been very useful for us to develop winning projects for our fashion brands.
Baker and Brondi cited their companies’ common interests in sustainability and philanthropy as common ground. The Italy-based company donates all profits from its consulting business to nonprofits; Tommy Hilfiger announced the winners of its third Fashion Frontier Challenge last week.
Despite its scale, Tommy Hilfiger’s beauty business has not been immune to the pandemic. “We’ve definitely seen a step backwards in 2020, alongside what we’ve seen happening in the industry in general,” Baker said. “Where the reopenings started, we again saw a natural improvement.”
In the meantime, she continues to aim for digital. “We are seeing that consumers have become much more comfortable with buying beauty products online…We believe that sales, not only through e-commerce and through our retail partners, but via social commerce, will continue to grow and will be an important aspect of how we grow this business,” she said.
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