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Coty Elevates Advertising Over Promotion In Consumer Beauty Reboot

 
• By Ryan Nelson

Historically, Coty has been too dependent on promotion versus advertising and shy about taking pricing – but no longer, says CEO Pierre Laubies. Along with strategic innovation and portfolio optimization, stronger advertising behind leading brands is key to re-energizing the firm’s Consumer Beauty business, the exec said, noting, “Our consumers need to be reminded permanently of the strength of our brands.”

Businessman Building ADVERTISING Concept with Wooden Blocks - Image

[Coty Inc.] will increase its advertising investments behind core brands and rely less on discounting and other short-term tactics in fiscal 2020 as it works to turn around its dragging Consumer Beauty division.

According to company leadership, work has already begun in the FY 2020 first quarter to support the highest-priority half of...

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