The global challenger in beauty
On 3 October 2016, beauty company Coty launched on the NYSE. It was the result of one of the largest recent mergers in that industry, between Coty and Procter & Gamble’s Beauty Business. Overnight, they became the third biggest beauty company in the world, with over $9 billion in revenue and 20,000 employees.
Only 9 months before this, Coty had asked us to partner with them to define what the ‘new’ Coty brand would stand for and to help distil their vision to be a challenger in beauty.