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HomeCosmeticsBehind Coty’s efforts to bolster its status magnificence portfolio in India

Behind Coty’s efforts to bolster its status magnificence portfolio in India



India represents the long-term progress alternatives for the corporate. On the finish of final 12 months, it inked a cope with distributor Home of Magnificence (HOB) to spice up its presence available in the market.

“Whereas we’re nonetheless within the nascent levels of improvement, we’re inspired by the reception and preliminary suggestions we have now obtained from customers,” mentioned Kristina Strunz, managing director, SEAI, Coty.

Strunz advised CosmeticsDesign-Asia that its rising place available in the market has given the corporate “higher flexibility and skill to be artistic”, qualities that she mentioned was important in a market as dynamic as India.

Strunz highlighted a few of its model’s initiatives, such because the two-week launch activation for Burberry Goddess final October.

“We celebrated the launch of Burberry Goddess with a two-week podium at Palladium Mall, supported by a mega OOH marketing campaign and all mall digital screens with an estimated every day attain of over a million. The rostrum was an enormous success and generated record-breaking gross sales.”

Moreover, the corporate executed a multi-house animation (MHA) in December 2023 in partnership with Sephora India at Palladium Mall, highlighting key manufacturers corresponding to Burberry, Chloe, Marc Jacobs and Calvin Klein.

“As a part of the holistic advertising initiatives 17 esteemed native KOLs, with a mixed attain of 983,000, attended the launch occasion, which resulted in excessive ranges of footfall and buyer engagement.”

One among Coty’s most enjoyable launches in India this 12 months was Kylie Cosmetics, a make-up, skincare, perfume and child care model based by movie star Kylie Jenner in 2015 with the debut of her well-known Lip Kits.

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