While celebrity fragrance may be slightly waning, designer brands are still spritzing up sales. Thus, Shiseido Co., Ltd. has announced a new licensing agreement for the creation, production, and global distribution of perfumes under the Zadig & Voltaire brand name for the next 15 years. The agreement will be managed by Shiseido’s wholly owned subsidiary Beauté Prestige International (BPI), expanding the company’s fragrance portfolio to six brands and adding a strategic brand to the overall global lineup.

Zadig & Voltaire is representative of the “new wave of French fashion” and has established a redefined look of luxury within the segment by bringing together a dedicated following behind the brand’s rock and roll image.

Since its foundation, BPI has created bespoke, exceptional fragrances for major designers and their namesake brands while respecting and expressing their specific universes. Beyond fragrances, BPI has created brands of perfume whose success has settled and lasted over time across the fashion world.

Zadig and Voltaire and BPI have now decided to bring their talents together to develop the Zadig & Voltaire Perfumes, with a shared level of creative vision and ambition for the new brand.

Rémy Gomez, President of Beauté Prestige International said, “BPI’s know-how can also express itself with brands with a strong personality which are hallmarks of their time and set a fundamental trend. Zadig & Voltaire is such a brand, with a strong evocative power and a tremendous potential of expression in perfumes.”