25 July 2018
Our Managing Director, Brigid McMullen, was recently asked by Transform Magazine to give her view on gender-focussed branding. Drawing from our experience with Coty, Brigid shows how using brand purpose broadens the connection beyond gender.
The article notes that one of the key insights behind the rebrand was the much-more gender-fluid experiences of all Coty’s audiences, not just consumers. Giving Coty a clear brand purpose “To celebrate and liberate the diversity of your beauty”, and a disruptive new brand identity, dramatically signposts a new era in the company’s history and approach.
With the scale [of this rebrand], there was an opportunity and a responsibility to challenge the status quo of the beauty industry and to institute a far-reaching and motivating purpose for the business.Brigid McMullen, MD, Workroom