L’Oreal, Luxury Products Division has just signed a licence agreement with Diesel, the cult brand founded in 1978 and developed by its president Renzo Rosso. The contract covers the creation of a line of fragrances.
This partnership will build on the synergy between the expertise of L’Oreal, the world’s leading cosmetics group and number one company in luxury fragrances, and the creative strength of Diesel, whose over 25 years of original and innovative style has created a group worth one billion Euro.
Diesel is a cult brand among 18-35 year-olds all over the world. Taking a highly original approach to jeans and high-end casualwear, Renzo Rosso, its founder, has invented something more than simple fashion: he has given birth to a unique lifestyle that is illustrated in an emblematic way through its ground-breaking advertising campaigns and unconventional marketing techniques.
Diesel, an unlisted company based in Molvena (Italy), is present in 80 countries, through 5,000 sales outlets, over 300 of them directly owned. Its flagship stores, the first of which opened in
New York in 1996 followed by all the major capitals, are always located in prime position trendy shopping districts, making Diesel products essential accessories of today’s luxury wardrobe.