Coty Elevates Advertising Over Promotion In Consumer Beauty Reboot
Executive Summary
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.”
You may also be interested in...
Coty Would Shrink By A Third With Professional, Brazil Biz Divestures; Analysts React
The world’s third-largest beauty company is changing direction following an acquisition tear in recent years, now exploring strategic options for its Professional hair care/salon and Brazilian businesses to reduce debt and sharpen its focus on Luxury and Consumer fragrance, makeup and skin care. The 21 October announcement has lifted Coty’s stock roughly 18%, though analyst takes are mixed.
Coty Begins Portfolio Pruning; Farewell, Younique
Coty purchased a 60% stake in Younique in early 2017, touting the startup as “one of the most engaging and fastest-growing e-commerce companies in beauty.” However, growth in the social-selling business has slowed over the past year and “presenter” levels have declined despite enhancements to Younique’s compensation program, making it an not-so-surprising discard in Coty’s simplification effort.
Coty’s Turnaround Plan Takes Aim At Excess Complexity; $3bn Write-down Reflects P&G Brands’ Erosion
The firm’s “realistic” four-year plan, unveiled 1 July, is designed “to build a better business … while we gradually prepare for growth.” The turnaround effort is expected to cost Coty $600m over the 2020-2023 period and includes a $3bn impairment charge, largely within its ailing Consumer Beauty unit, to be recorded in fiscal 2019.