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Coty Sees Healing Garden, Calgon As First Prong Of Global Corporate Strategy

This article was originally published in The Rose Sheet

Executive Summary

Coty, Inc. is looking to globalize its mass market business and stretch its brands into both new product categories and new countries. While historically Coty's global outlook has come about by "accident," it is now the impetus behind the New York City-based firm's new corporate strategy and is transforming the company from a "fast follower" to a "true leader" in the global market, Chair and CEO Peter Harf declared.

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Coty

Adidas Moves for Her women's fragrance bows in 1,600 U.S. doors in October as a companion scent to Adidas Moves for Men, which debuted in the U.S. in August 1999 (1"The Rose Sheet" May 31, 1999, pp. 3-4). The "energetic citrus floral" scent supports the athleticism of the Adidas brand. The fragrance opens with tomato leaf, adrenaline and ginger ale with a heart of waterfall freesia and a musk drydown. The six-SKU line includes a .25 oz. introductory sampler, .5 oz., 1 oz. and 1.7 oz. edt sprays retailing for between $6.95-$26. The globalization of Adidas is in step with Chairman and CEO Peter Harf's plan to elevate Coty to a major worldwide contender (2"The Rose Sheet" March 15, 1999, p. 3)

Coty

Adidas Moves for Her women's fragrance bows in 1,600 U.S. doors in October as a companion scent to Adidas Moves for Men, which debuted in the U.S. in August 1999 (1"The Rose Sheet" May 31, 1999, pp. 3-4). The "energetic citrus floral" scent supports the athleticism of the Adidas brand. The fragrance opens with tomato leaf, adrenaline and ginger ale with a heart of waterfall freesia and a musk drydown. The six-SKU line includes a .25 oz. introductory sampler, .5 oz., 1 oz. and 1.7 oz. edt sprays retailing for between $6.95-$26. The globalization of Adidas is in step with Chairman and CEO Peter Harf's plan to elevate Coty to a major worldwide contender (2"The Rose Sheet" March 15, 1999, p. 3)

Coty "Mass Prestige" Fragrances To Launch Under Licensing Agreements

Coty's mass market division will expand its fragrance stable by creating a new portfolio of products tentatively coined Coty Prestige, U.S. President Eric Thoreux said. Fragrances developed under the new "mass prestige" category will stem from licensing agreements.

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