Shiseido Gains Serge Lutens Trademark

Shiseido Co. Ltd. of Tokyo has acquired the trademark of Serge Lutens’ fragrance and color cosmetics brand, according to Carsten Fischer, corporate senior executive officer of Shiseido. The Asian beauty giant was expected to have disclosed the deal in a press release issued this morning, Tokyo time. Lutens will remain head of the brand, which had been distributed by Shiseido. The iconoclastic image maker, photographer and product developer has been a pioneer in the now-budding artisanal, niche fragrance movement. His relationship with Shiseido started in 1980 when he was hired to create an international image for the company, which was then little-known outside of Japan. He shot advertising, designed makeup and created packaging. In 1982, he was commissioned by the company to create Nombre Noir. In 2000, Lutens created his own company, Parfums-Beauty Serge Lutens. Shiseido has acted as the distributor. According to market sources, Shiseido is considering plans to give the prominent brand more of a lifestyle positioning. Shiseido does not break out sales projections, but industry sources indicate that Shiseido could more than double the size of the business in 10 years. Sales are now estimated at more than $15 million at retail. “I am happy that we can bring our cooperation

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