The French swimwear brand Vilebrequin is branching out into the fragrance and body care sector with partner INCC.
The collaboration will see International New Creative Concept helping launch a new range of fragrance and body care products in a deal facilitated by Vilebrequin’s licensing agency IMG.
Vilebrequin CEO Roland Herlory says the collection will launch in 2024 and will include fragrances for both kids and adults, eco-friendly body care products like solid shampoo and solid gel bars, as well as sun care. Keeping with Vilebrequin’s brand values, all products in the new collection will be environmentally friendly.
“We are delighted to collaborate with the INCC team,” said Herlory. “The company has a proven track record in luxury fragrance and body care and shares our ‘joie de vivre’ spirit of creating high-end, sustainable products that evoke a sense of fun, freedom, and relaxation.”
From INCC’s point of view, CEO Philippe Lentz says Vilebrequin is one of Europe’s premiere luxury brands.
Founded more than a half-century ago in Saint Tropez, Vilebrequin personifies the luxury beach life along the Mediterranean coast, and its styles are now sold in 62 countries.
“We are excited to embark on this new venture that provides us an opportunity to create a fun and cross-generational luxury collection with Vilebrequin,” Lentz said. “The two brands have similar philosophies in terms of sustainability, creativity, quality, and excellence. We look forward to creating fragrances and products that have a strong connection to vacations all year long.”