Tommy Hilfiger signs new license agreement with GBB, leaving Lauder after 30 years.

US fashion brand, Tommy Hilfiger, has signed a new fragrance license agreement with Give Back Beauty. The license was previously held by Estée Lauder Companies, who have worked with Tommy Hilfiger fragrances for almost thirty years.

“The partnership with Give Back Beauty marks an exciting new chapter for our Tommy Hilfiger beauty and wellness business. Harnessing our shared commitment towards creativity, sustainability and innovation, we are confident that Give Back Beauty will accelerate global success for this category, including through the launch of fresh new product lines. Itsstrength in the direct-to-consumer market and in engaging with Gen Z and younger consumers will play a key role in further amplifying the reach and impact of our brand.” said Martijn Hagman, the CEO of Hilfiger.

Estée Lauder Companies announced last year that it was winding down its Aramis & Designer Fragrances division by 2023. As well as Hilfiger, ADF was responsible for fragrance brands such as Donna Karan (now with Inter Parfums), Michael Kors (now with Euroitalia) and Zegna.

Give Back Beauty also hold the license for Elie Saab and Chopard, and new Tommy Hilfiger fragrances are expected in 2023.
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Grant is the founder and owner of Basenotes and lives by the sea.

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Interesting why after 30 years, Estee Lauder has decided to relinquish this brand. Not a profitable seller for them anymore is my guess. With this new license holder, it will be interesting to see where they take it going forward. Personally was never a fan of this house although it seemed to have a loyal following among teens.
 
Interesting why after 30 years, Estee Lauder has decided to relinquish this brand. Not a profitable seller for them anymore is my guess. With this new license holder, it will be interesting to see where they take it going forward. Personally was never a fan of this house although it seemed to have a loyal following among teens.
Seems they’re ditching all their licensed brands and concentrating on the luxury / high end stuff : Ford, Malle, Malone, Le Labo, Kilian
 
I really don’t think Tommy as a brand is popular as it once was and has fallen like CK in the fragrance/ fashion appeal. Many countless scents that churn out from Tommy don’t even make it to US shelf’s now.
 
When EL acquired TH, what's the first thing they did; started to WATER DOWN the fragrance. So, sales went down too. Now, that Tommy has been throughly destroyed, someone out there wishes to resurrect it??? Go figure...
 
When EL acquired TH, what's the first thing they did; started to WATER DOWN the fragrance. So, sales went down too. Now, that Tommy has been throughly destroyed, someone out there wishes to resurrect it??? Go figure...
Not sure what you mean? Estee Lauder has made Tommy Hilfiger since the beginning?
 
Not sure what you mean? Estee Lauder has made Tommy Hilfiger since the beginning?
TH had controlling rights to his trademark of Tommy, but somehow within the last several years, the fragrance became less powerful. I have a vintage and it's completely different, more minty than the current. Anyway,,,This is normally what I've encountered from the likes of great scents that became neutered, the producer gives up that "right" and the scent is reworked. But, his vintage scents says, "Tommy Hilfiger Toiletries Dist", made in the USA, New York. I didn't know EL was distributing it. Sorry.
 

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