Coty looks to ‘advocacy marketing’ to ‘re-ignite’ brands
The beauty giant describes its “multi-faceted” influencer strategy as a major point of differentiation, as marketing continues to drive “outperformance”.
Coty claims it is on track to becoming an “advocacy-led company”, which the beauty giant defines as reaching consumers on platforms where “they discover newness and build connections with brands.”
CEO Sue Nabi told analysts yesterday (20 August) the company’s balanced brand portfolio, growth playbook, “unrivalled” fragrance expertise and significant growth opportunities give Coty a competitive advantage.
“We have a balanced portfolio, allowing us to capture demand growth across price points, channels, categories and markets, further reinforced by our global manufacturing and distribution footprint,” said Nabi.
“Number two, we have unrivaled fragrance expertise, which we will continue to infuse across our full range of brands. Third, we are re-igniting our iconic brands with a robust growth playbook across advocacy marketing, and fast and agile innovation.”
Earned media value for Coty’s Rimmel and CoverGirl brands grew by more than 400% over the past year, which Nabi cited as evidence Coty is closing the gap with its peers in this area.
