Max Mara is licensing its new fragrance line to Japanese cosmetics group Shiseido. The two companies announced an exclusive, long-term worldwide licensing agreement for the development, production, marketing, and distribution of Max Mara’s perfumes, managed by Shiseido EMEA under new CEO Alberto Noé. Shiseido EMEA has previously seen growth in the fragrance category with brands like Issey Miyake and Narciso Rodriguez.