The Brand’s New Mission Boldly Challenges Beauty Norms
NEW YORK--(BUSINESS WIRE)--Oct. 10, 2017--
Coty Inc. (NYSE:COTY) today announced the biggest reinvention in COVERGIRL’S
60-year history with a bold vision to redefine the brand, starting with
a powerful new expression of its purpose: “I Am What I Make Up.”
With an aim to inspire people to embrace their unique identities and
unapologetically create any version of themselves, or who they want to
be, with makeup, COVERGIRL will celebrate authenticity, diversity and
expressiveness while eschewing unrealistic and idealized category
standards.
Ukonwa Ojo, SVP COVERGIRL, Coty, said, “In leading the relaunch, we
started with the insight that people no longer strive for a singular
standard of beauty, but use makeup as a tool for self-expression and
personal transformation. COVERGIRL has always been inclusive and is
known for pushing the boundaries of what it means to be beautiful, which
means we have a responsibility to elevate how we connect and communicate
with people. This is bigger than a new campaign or a tagline. We hope to
spark a provocative dialogue that shifts cultural assumptions about
when, where, how and why people wear makeup.”
The conversation kicks off today, October 10th, starting with
a long-form film entitled “Made in the Mirror” that features six
COVERGIRLs, most of whom were recently announced. They include chef, TV
personality and author Ayesha Curry; actress, writer and YouTube
sensation Issa Rae; singer and superstar performer Katy Perry; personal
trainer Massy Arias; 69-year-old model and dietician Maye Musk; and
professional motorcycle racer Shelina Moreda. All boundary-breakers,
cultural change-agents and true makeup-lovers, these women accomplish,
empower and inspire as strong representatives of the brand’s vision.
Laurent Kleitman, President, Coty Consumer Beauty, added, “The new
COVERGIRL positioning is an important example of Coty’s purpose to
celebrate and liberate the diversity of beauty. Beauty should make
people happy, and when we champion individuality and self-expression,
that’s when we see its true power.
“We believe this new mission will resonate with millions of people who
feel overlooked by the beauty industry today. COVERGIRL has a huge
opportunity to make a difference and we are confident our vision will
translate into growth potential for the business.”
COVERGIRL’s multifaceted transformation will touch all areas of the
brand, including packaging and product design; in-store experience; a
new logo and tagline; and look, tone and feel across all communications,
starting with “Made in the Mirror” and continuing to roll-out through
the remainder of 2017 and into 2018.
To view “Made in the Mirror”, please visit https://www.youtube.com/watch?v=yARn15Ks1DE
About Coty Inc.
Coty is one of the world’s largest beauty companies with approximately
$9 billion in pro forma revenue, with a purpose to celebrate and
liberate the diversity of consumers’ beauty. Its strong entrepreneurial
heritage has created an iconic portfolio of leading beauty brands. Coty
is the global leader in fragrance, a strong number two in professional
salon hair color & styling, and number three in color cosmetics. Coty
operates three divisions - Consumer Beauty, which is focused on mass
color cosmetics, mass retail hair coloring and styling products, body
care and mass fragrances with brands such as COVERGIRL, Max Factor and
Rimmel; Luxury, which is focused on prestige fragrances and skincare
with brands such as Calvin Klein, Marc Jacobs, Hugo Boss, Gucci and
philosophy; and Professional Beauty, which is focused on servicing salon
owners and professionals in both hair and nail, with brands such as
Wella Professionals, Sebastian Professional, OPI and ghd. Coty has over
20,000 colleagues globally and its products are sold in over 150
countries. Coty and its brands are committed to a range of social causes
as well as seeking to minimize its impact on the environment.
For additional information about Coty Inc., please visit www.coty.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171010006086/en/
Source: Coty Inc.
Coty Inc.
Lisa Kessler, 917-348-3373
Lisa_Kessler@cotyinc.com
or
Dorota
Sekulska, 646-508-2331
Dorota_Sekulska@cotyinc.com