Shiseido and the Italian luxury fashion house Max Mara are entering into a long-term fragrance partnership. As part of this, Shiseido will have the exclusive worldwide license to develop, produce, market, and distribute fragrances under the Max Mara brand. Fragrances have become one of the growth drivers for Shiseido's business in Europe. The collaboration with Max Mara is intended to further drive the global growth of Shiseido's fragrance business.

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