P&G Takes on McCartney Fragrance

The Procter & Gamble Company has taken on the Stella McCartney brand under its P&G Prestige arm for designer fragrance products.

Effective Sept. 13, P&G will develop and market new initiatives under the Stella McCartney brand name, as part of its strategy to grow its Prestige business.

“Stella McCartney enhances the P&G Prestige portfolio, and her passionate consumer base will enable us to reach more women around the world,” says said Joanne Crewes, president, P&G Prestige. “Her unique point-of-view combined with our expertise in the fine fragrance category, our core strengths in brand building and innovation, and our global retail partnerships, create a perfect partnership for global growth and expansion.”