Chain Drug Review, August 26, 2019

CORPORATE PROFILES CHAIN DRUG REVIEW 2019 Coty Inc 350 Fifth Ave 18th Floor New York N Y 10118 Key contact Andrew Stanleick Senior Vice President for North America Phone 212 389 7300 Primary business BEAUTY CARE Fragrances color cosmetics hair care skin care and body care Total Store Expo booth 1551 Coty helps millions express their beauty NEW YORK Coty Consumer Beauty is a leading supplier of cosmetics skin care fragrances hair color and styling products Coty says it helps millions of people around the world express their beauty their way through a rich portfolio that covers color cosmetics retail hair color and styling body care and lifestyle scenting François Coty started his fragrance business more than 100 years ago making perfume accessible to the general public for the first time and creating the mass fragrance category Eugene Rimmel brought the world the first nontoxic mascara Max Factor coined the term makeup Sally Hansen pioneered nail care and Wella was the first professional hairdressing company All are now represented by Coty brands Today Coty is the third largest beauty company in the world It holds the No 1 position in fragrances and the No 2 and No 3 spots in salon hair and color cosmetics respectively Though the new Coty was just formed in October 2016 the company has a unique and long standing heritage of entrepreneurship on which the culture of the new Coty is being modeled Coty has around 20000 employees globally and its products are sold in more than 130 countries The family of Coty Consumer Beauty brands includes global icons CoverGirl Rimmel Clairol Sally Hansen Adidas and Nautica With more than 1 billion products shipped each year the possibilities for self expression are endless the company says Always a pacesetter in accessible product innovation and socially relevant marketing Coty has transformed its CoverGirl brand CoverGirl recently undertook its biggest reinvention in 60 years 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 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 said Ukonwa Ojo Coty Consumer Beautys chief marketing officer 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 company announced that CoverGirl has matched its bold new campaign with an equally bold lineup of CoverGirls including chef television personality and author Ayesha Curry actress writer and YouTube sensation Issa Rae singer and superstar performer Katy Perry personal trainer Massy Arias 70 year old model and dietitian 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 brands vision the company says The new CoverGirl positioning is an important example of Cotys purpose to celebrate and liberate the diversity of beauty said Laurent Kleitman president of Coty Consumer Beauty Beauty should make people happy and when we champion individuality and selfexpression thats 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 CoverGirls 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 In other Coty news the Clairol brand has launched the biggest innovation in home hair color in 60 years with its keystone Nicen Easy an innovation that was 20 years in the making according to the company In the 1950s Clairol started a hair color revolution making DIY hair color available for the first time at retail in the U S Now the brand has transformed home hair color once again with Clairol Nicen Easy Color Care a breakthrough formula that teams damage blocking technology with a revolutionary hair dye molecule to create an allergy risk reducing formula that conditions with every step The new Clairol Nicen Easy allows users to color fearlessly The breakthrough new molecule ME was specifically developed to reduce the risk of new color allergies according to Coty and is the result of more than 20 years of research and the screening of hundreds of molecules to find a replacement for the existing hair color dye molecules PPD phenylenediamine and PTD toluenediamine While those two molecules are responsible for highquality results from approximately 90 of todays permanent hair colorants theyre also the most common triggers of allergic reactions to hair dye which in rare cases can be severe Endorsed by dermatologists ME significantly reduces the risk of developing a new allergy without sacrificing the natural looking color that makes Clairol the trusted color expert The new Nicen Easy teams its allergy gentle formula with damage blocking technology Almost every woman who colors her hair worries about damage as her top concern says Coty adding that generally more than half of all women 62 of U S women color their hair regularly Clairols new patented permanent hair color technology helps block damage with EDDS technology EDDS encapsulates copper and prevents it from reacting with water and other free radicals to keep the cuticle healthy and smooth resulting in superior conditioning and color results Ive been a colorist for 25 years and Ive never seen anything like this says Clairol color director James Corbett To be able to bring women the brilliant hair color shades they love with more conditioning less smell and less risk of allergy it fulfills everything on my colorists wish list The new formula will match every shade that previously existed in the Clairol Nicen Easy collection while expanding the range to a total of 47 shades Tone for tone highlight for highlight youll still achieve gorgeous color and 100 gray coverage that leaves hair looking and feeling healthy the company says 70 Chain Drug Review August 26 2019