Coty’s makeover to “undefine beauty” via collaborative efforts for science-based solutions
07 Oct 2022 --- Coty is ramping up its vision and intentions to revise beauty ideals and ideas. Its new corporate identity is centered around “fearless kindness,” and its purpose is branded as “together, we unleash every vision of beauty.” Its new identity is tag-lined to invite other players as “Coty, Fearless. Forward. You.”
“Beauty has always been, and will always be, at the heart of society and culture. The question of what is beautiful has built and fueled our industry through time,” says Sue Nabi, CEO at Coty.
“We believe that no one can control or should dictate what is or is not beautiful today. Beauty is formless, like water, a constantly evolving and adapting concept. Therefore, we need to undefine the notion of beauty.”
Symbiotic inspiration
Coty shares that it aims to create forward-thinking beauty in pursuit of its purpose to unleash every vision of beauty. It will do so by providing innovative and better science-based solutions.
Coty aims to provide innovative and better science-based solutions.
“Co-creation is at the heart of what we do. It is to business as symbiosis is to nature. Together, we can not only solve the problems we face but create synergies that will lead to innovations that surpass anything we could have created alone,” stresses Nabi.
“In synchrony with our people, partners and customers, we will develop products that provide new, innovative, and simply better science-based solutions.”
Building its values
Coty’s approach is a belief in working together with the beauty industry with a single mission of breaking down the barriers in beauty.
The company’s ambition to rethink beauty acknowledges the responsibility of the wider beauty industry to remove harmful stereotypes and transform them for this century.
Following a business-wide review, Coty has also codified its corporate values under the framework of fearless kindness – “its processes, businesses and people are now anchored in this philosophy.”
Fearless kindness is seen as a strength, a value and a commitment to stand by. The vision was reportedly launched internally over the summer and has received the support of Coty’s 11,000 associates worldwide.
Coty grows
In recent news, Adidas partnered with Coty to launch Active Skin & Mind, a range of 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.
Coty also disclosed its strategy for doubling its skincare sales by the fiscal year 2025. The company aims to do so by advancing its skincare technologies, investing and expanding its prestige brands, Kylie Skin, Skkn by Kim, Philosophy, Lancaster and Orveda.
Edited by Venya Patel
