Coty and Adidas renew license building on Active Skin & Mind Range collab
21 Aug 2023 --- Beauty giant Coty has renewed its long-term license agreement with sport athletic apparel and footwear company Adidas.
“I am delighted we have signed a new agreement in our long-standing partnership with the global premium sports brand. Adidas is perfectly positioned to capitalize on the new well-being and athleisure trend in beauty amongst today’s consumers,” says Sue Nabi, CEO at Coty.
“In recent months, we have successfully elevated the body care equity of Adidas, moving into products that are focused on enhancing sports and skin care credibility. With the Adidas Active Skin and Mind range launch, we are positioning Adidas as a leading premium body care line with superior ingredients and sustainable packaging.”
She continues noting that consumers have responded “very positively to the launch” while promising further innovations and lines in the future.
Coty and Adidas focus on personal care, wellness, sports and sports lifestyle.
Synergies in commitment and research
Coty and Adidas focus on personal care, wellness, sports and sports lifestyle. For instance, researching the impact of fragrances on sports performance.
The two companies are also committed to sustainability, as seen in the Active Skin & Mind Range. They remain ambitious to use more sustainable ingredients that are sulfate-free in future products.
Active Skin & Mind Range, launched last September, includes deodorants and shower products designed to help athletes achieve optimal performance and recovery. The products contain a complex of glycerol and hyaluronic acid that aids rapid skin moisture recovery and increases the skin hydration level while protecting it from dryness.
Growing China presence
Coty lauds the launch of the Active Skin & Mind Range as being successful in Europe. The brand has been recorded as the top-loved brand for French Gen Y and Z.
Meanwhile, Coty is driving the growth of the brand in China. “Active Skin & Mind has forged a partnership with Su Yiming, the Chinese gold medalist in snowboarding, as an ambassador for the brand,” shares Coty.
“Su Yiming understands the demands on the skin of an active lifestyle in the extreme cold, making him an ideal choice for the brand as it looks to capture the attention of Chinese consumers through a digital strategy led by live streaming on Douyin.”
Stories in spotlight
Coty’s latest corporate identity is centered around “fearless kindness,” its purpose is branded as “together, we unleash every vision of beauty.”
Recently, the company entered into a binding letter of intent to sell a portion of its stake in German hair care and beauty brand Wella to investment firm IGF Wealth Management.
In May, Coty announced its results for the third quarter of fiscal year 2023, ending March 31, reporting a sales performance that “came in well ahead of expectations.” Prestige fragrances were highlighted as a key demand driver.
Edited by Venya Patel
