‘Flexibility and creativity’: Behind Coty’s efforts to bolster its prestige beauty portfolio in India

Flexibility and creativity Behind Coty s efforts to bolster its prestige beauty portfolio in India

India represents the long-term growth opportunities for the company. At the end of last year, it inked a deal with distributor House of Beauty (HOB) to boost its presence in the market.

“While we are still in the nascent stages of development, we are encouraged by the reception and initial feedback we have received from consumers,” said Kristina Strunz, managing director, SEAI, Coty.

Strunz told CosmeticsDesign-Asia that its emerging position in the market has given the company “greater flexibility and ability to be creative”, qualities that she said was essential in a market as dynamic as India.

Strunz highlighted some of its brand’s initiatives, such as the two-week launch activation for Burberry Goddess last October.

“We celebrated the launch of Burberry Goddess with a two-week podium at Palladium Mall, supported by a mega OOH campaign and all mall digital screens with an estimated daily reach of over one million. The podium was a huge success and generated record-breaking sales.”

Additionally, the company executed a multi-house animation (MHA) in December 2023 in partnership with Sephora India at Palladium Mall, highlighting key brands such as Burberry, Chloe, Marc Jacobs and Calvin Klein.

“As part of the holistic marketing initiatives 17 esteemed local KOLs, with a combined reach of 983,000, attended the launch event, which resulted in high levels of footfall and customer engagement.”

One of Coty’s most exciting launches in India this year was Kylie Cosmetics, a makeup, skin care, fragrance and baby care brand founded by celebrity Kylie Jenner in 2015 with the debut of her famous Lip Kits.

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