CoverGirl Clean Fresh Is Starting Point For Brand’s Next Makeover, Coty CEO Nabi Suggests
Sue Nabi, who started as CEO at Coty in September, believes the company can do better than CoverGirl’s previous relaunch, which championed individual expression with the somewhat head-scratching tag, “I Am What I Makeup.” The brand’s future is in “clean,” she suggested during Coty’s first-quarter earnings call.
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Coty’s “booming” prestige fragrance business in the US and strong growth in China drive a 2.4% like-for-like increase in prestige beauty sales for the quarter ended on 31 March. On the mass side, Coty is actively repositioning its Rimmel and Max Factor brands as its CoverGirl revamp shows early signs of success.
During Coty’s recent strategic update webcast, CEO Sue Nabi discussed what went wrong at CoverGirl in recent years and how the brand is reembracing its heritage to deliver “clean beauty to all.”
Beauty market analysts offer insight on the e-commerce explosion, new levels of conscious consumerism, product innovations and more.