The Prestige & Collections International department of L’oréal’s Luxury Products Division has signed a license agreement with Diesel, based in Molvena, Italy. The contract covers the creation of a line of fragrances.

Diesel is a popular brand among 18-35 year-olds, and is known for its original take on jeans and high-end casualwear. Diesel is present in 80 countries. “The agreement with Diesel fits our strategic aim of consolidating our position as world leader in fragrances, and perfectly complements our existing brand portfolio.

“The Diesel brand, with its appeal to young people worldwide, represents a tremendous opportunity for growth for L’Oréal’s Luxury Products Division and brings in a new alternative to classical luxury brands,” says Marc Menesguen, president of the Luxury Products Division of L’Oréal.

More information: www.diesel.com