Kingsman branches out to luxury fragrance

Coty Inc., the global fragrance company, and Matthew Vaughn, director, writer and producer of the film series “Kingsman”, have announced a global creative partnership to launch a new line of Kingsman fragrances for men, to be sold at select luxury retailers.

Matthew Vaughn, with his smash hit films Kingsman: The Secret Service (2014) and Kingsman: The Golden Circle (2017) is not a first-timer in luxury partnerships. Kingsman already partnered successfully with Mr. Porter for an exclusive “costume-to-collection” luxury menswear and accessories range, launched in 2015, now at its 10th season.

Edgar Huber, President Coty Luxury, is prepared to “translate the Kingsman universe into a success in fragrances”, as he states in a press release. “As a unique, quintessentially-British lifestyle brand, Kingsman fits perfectly within Coty Luxury’s portfolio and nicely complements our strong luxury men’s fragrance business.”

Set to be a luxury line sold via prestige retailers, the first fragrance will be available in February 2020, in occasion on the launch of the movie “The King’s Man.”

The first two Kingsman films were released by 20th Century Fox, while The King’s Man will be launched in the Walt Disney tenure, after Disney’s acquisition of Fox. The series is in fact turning into a franchise: rumor has it that a third film in is under development, a spin off by the tentative name “Statesman” is also expected, along with a 8 hours TV adaptation.

Should we interpret this fragrance launch as a first step into a wider brand extension, the Disney way? So far, all deals have been signed by Marv Studios, Vaughn’s production company, with a selective approach, and nothing seems to suggest a change in the IP management.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.