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Coty Takes a Ride with Vespa

Scooter manufacturer signs on to release fragrance

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By: Jamie Matusow

Editor-in-Chief

The newest model belonging to colorful Italian scooter brand Vespa, will come in a bottle—as a new fragrance. The new launch will be a result of a licensing agreement between Coty Inc. and Piaggio, Vespa’s Milan-based manufacturer.

Coty hopes to create a winner based on Vespa’s stylish image and association with Hollywood glamour. The scooter has starred in more than 150 movies.

“No gasoline, no diesel, just the smell of freedom—what you smell when you ride a Vespa in the beautiful Italian countryside or along the Riviera,” said Michele Scannavini, chief executive of Coty.

Coty has also produced licensed fragrances for Lamborghini, the Italian sports car owned by Volkswagen. The latest version—Classico—was launched last year and sells in Europe, Asia and Latin America.

Scannavini says Vespa appeals to men and women, which is why the scent will be released in May in His and Her versions. “We will focus it on Europe first, and depending on its performance, will roll it out to the rest of the world,” he said.

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