Lotto Sport Italia is extending its product portfolio with the launch of a cosmetics line with a licensing agreement with Weruska & Joel for the exclusive world-wide production and distribution of a Lotto-branded perfumes and cosmetics. The new line was presented at the Cosmoprof trade fair in Bologna.

The agreement between the two Italian companies will have an eight year duration (2005-2012) and world-wide validity. Initially, it will see the debut of a men’s eau de toilette and a women’s perfume, deodorants, a women’s body lotion and a men’s aftershave, which will be followed by a line extension of products to include bath foam, shower foam and moisturizers.

The marketing idea guiding the licensing agreement aims to transfer the performance content of Lotto products to cosmetics targeted at meeting the needs of sportspeople. So, not only with perfumes but also with other specific cosmetic products for use before or after playing sport.

The launch of the first products with the Lotto brand is scheduled for mid 2005. Weruska & Joel foresees the generation of a significant sales turnover on the Italian market in the first year of the launch, and at the same time anticipates great opportunities for noteworthy growth internationally in the coming years. The Turin-based company with more than 30 years of specialised experience is a leading company in the perfume segment and already the owner of the Lancetti, Compagnia delle Indie and Pino Silvestre brands as well as licensee of other important perfume labels.

The agreement with Weruska & Joel for cosmetics products follows the other external licenses which Lotto has already activated – with Sover for eyewear, Fraly for sports underwear and Cartorama and Safta for school and stationery products – and fits in as another important element in the brand’s business development.
The new licence is in fact part of the Company’s strategic plan, which although it will retain its focus on footwear and sports clothing, also foresees expansion in parallel by means of brand extension operations in other sectors through agreements with high level partners.