Baby Phat Fragrance Being Released

Article written by: Rodrick Rainey
Posted on: September 10, 2004

Coty Inc., one of the world’s leading beauty companies, announced today the signing of a US licensing agreement covering the Baby Phat by Kimora Lee Simmons and Phat Farm trademarks. Under the terms of the license, Coty will initially develop and market fragrances under the Baby Phat by Kimora Lee Simmons brand.

This partnership is the first time that the Baby Phat brand has entered the fragrance and toiletries sector. The brand is well known for success within the ‘urban market.’ This market sector has become established in the music, publishing, lifestyle and fashion sectors. The sector sprang from hip-hop culture and today is worth around $10 billion, according to industry estimates. Baby Phat is one of the most successful brands in a market that has successfully combined street culture with style and celebrity to appeal to a wide-based youth audience. These values will be echoed in the products developed under its banner in a range that will initially be sold in the US.

“Baby Phat is very much a brand of the 21st century,” said Bernd Beetz, Chief Executive Officer, Coty Inc. “Russell Simmons and Kimora Lee have built a lifestyle and image based on their music and fashion roots that resonates with a wide section of the young US audience. Kimora’s creative flair and clarity of vision for the Baby Phat brand, alongside Coty’s expertise in developing products that are close to consumers’ lives and desires will make for an exciting and dynamic partnership. This is an important new addition to our portfolio and firmly stamps our presence in the younger market. The Phat Farm and Baby Phat by Kimora Lee Simmons license, is another example of the way that we are able to succeed and build great brands by moving faster, thinking more freely and taking our ideas further.”

“The expertise and flair of Coty Inc. has been proven time and time again. Creating a Baby Phat by Kimora Lee Simmons fragrance with their team was a natural choice for me. I look forward to working with them and bringing the essence of the chic, urban woman to life,” said Kimora Lee Simmons.