NEW YORK–(BUSINESS WIRE)–Coty Inc. (NYSE: COTY), one of the worlds leading beauty companies and the global leader in fragrance, today unveiled its long-term strategy, underpinned by six priorities for sustainable growth. These initiatives build on the actions taken by Coty over the past year that have accelerated its shift to sustainable and profitable growth, with greater cost controls and a more competitive market position.
In a presentation to investors, Coty Chief Executive Officer, Sue Y. Nabi, will be outlining how the business is already delivering enhanced performance against these strategic priorities:
Sue Y. Nabi, CEO of Coty Inc., commented:
Coty is ideally positioned to accelerate sales and profit through our six strategic priorities, that will reposition and expand our portfolio to meet the great opportunities ahead. We anticipate a rebound in demand for beauty products as pandemic restrictions ease, led by luxury beauty, clean beauty, China and skincare. Our performance will be supported by a purpose-led and highly focused portfolio: anchored in luxury with highly desirable brands and delivered through innovative omnichannel activations. She added, Across our business, we are harnessing sustainability as the ultimate driver of innovation enabling our brands to capitalize on growing consumer demand for outstanding beauty products that are clean and green. We intend to use this strategy to build Coty into a truly global beauty powerhouse.
STRENGTHENING CONSUMER BEAUTY AND MASS FRAGRANCES
Coty intends to strengthen the performance of its Consumer Beauty business by rejuvenating and repositioning several key brands, allowing it to capture new growth opportunities. This involves plans to bolster CoverGirl, Sally Hansen, Rimmel, Max Factor, and adidas through a focus on brand equity, key trends, clear consumer targets, in-store execution, product innovation, and ensuring that each brand has a distinctive purpose.
A FRESH APPROACH FOR COVERGIRL
Coty expects to strengthen CoverGirls appeal to a broader U.S. consumer base. The objective will be to build on the brands heritage of pioneering key beauty trends including clean makeup and makeup/skincare hybrid products supported by new launches and innovative marketing. CoverGirl, which this year celebrates its 60th anniversary, is already benefiting from this repositioning and is delivering improved sales.
To support this strategy, Coty will be unveiling a major new marketing campaign for CoverGirl Simply Ageless: the number one anti-aging foundation in the U.S. Targeting the growing demand for skincare-powered make-up, the campaign sees the return of Niki Taylor, who was a CoverGirl Ambassador in the 1990s.
The new campaign will begin to air next week in the U.S. and demonstrates CoverGirls healthy fresh take on traditional beauty advertising with the content based on images and footage taken by Niki herself in her family home.
BUILDING A COMPREHENSIVE SKINCARE PORTFOLIO
Coty intends to build its skincare portfolio across Mass and Prestige: capitalizing on key trends like regenerative medicine and creating products that are truly green, clean and sustainable. Coty currently has three skincare brands, with a fourth brand, SKKN by Kim, launching in Fiscal Year 2022. Each brand occupies distinct positioning, price tiers, and geographic strengths. Coty now sees an opportunity to extend several of its designer brands and consumer beauty brands into the skincare portfolio.
Within its existing skincare portfolio, Coty is repositioning its brands for greater success. Lancaster, which has a rich history related to innovative skincare technology and protection, including unique IP, intends to transform from a regional UV protection brand to a leader in skincare enhancement and renewal. Philosophy which produces Purity, the number one facial cleanser product in the U.S. is expected to move from being a U.S.-centric wellbeing beauty brand to a leader in green, clean ceutical skincare.
ACCELERATING GROWTH IN PRESTIGE AND CHINA
Coty intends to enhance the performance of its luxury business, by accelerating its core Prestige fragrance business and capturing new opportunities in Prestige cosmetics and skincare. By Fiscal Year 2025, Coty is targeting: skincare to increase from approximately 6% to over 10% of the revenue mix; Prestige cosmetics to increase from approximately 3% to a high-single digit percent of the revenue mix; and, lastly, Chinas contribution to triple to over 10% of the revenue mix. With Prestige fragrances, Prestige cosmetics, skincare and China operations delivering above-corporate margins, this targeted portfolio mix is expected to drive profitability and margin expansion.
Coty maintains a leading position in luxury fragrances, with three of the top 10 female fragrances brands and two of the top 10 male fragrances of 2020 within its portfolio. Coty expects to bring more iconic female fragrances to market and expand its presence in artisanal fragrances. The Company will also confirm that it has no major Luxury licenses expiring based on their terms over the next five years. Additionally, many of Cotys licensing agreements with luxury brands enable the potential for extension into additional beauty categories, such as cosmetics and skincare.
Coty demonstrated the growth opportunity of Prestige through the success of Gucci Beauty. In the last nine months, Gucci cosmetics sell-out grew over 110% in the U.S. and by over 50% in Asia Pacific, while Gucci foundation sold more than 60,000 units in two months. Gucci Beauty has also seen outstanding success since opening the brands Tmall flagship, making it one of Tmalls top four luxury beauty brand openings since 2018. Coty also noted the significant growth opportunity for leading artisanal fragrance brands in China, including Chloe, Tiffany & Co., and Bottega Veneta.
The performance of its brands in China and its growing footprint in emerging Travel Retail destinations (like Hainan) reinforce Cotys confidence in its ability to capture market share and growth in the region. Coty also expects a rebound in the Travel Retail sector after a challenging 12 months, with indicators suggesting strong pent-up demand for international travel.
E-COMMERCE FUELING LUXURY AND MASS GROWTH
Coty plans to accelerate its e-commerce and Direct To Consumer (DTC) growth, through a transformed approach to its digital strategy. In 2Q21, the Company recorded 40% e-commerce sales growth driven by its Prestige and Mass businesses. Cotys newly integrated digital approach is designed to build on this momentum and harness industry-leading innovations, including social listening and social commerce.
BECOMING AN INDUSTRY LEADER IN SUSTAINABILITY
Coty aims to create a more sustainable and inclusive world through its Beauty That Lasts platform. The Beauty That Lasts strategy is built on three key pillars: product, planet, and people. To integrate sustainability within its product development process, Coty has announced its Beauty That Lasts Index, a measure that sees Cotys R&D division integrate robust sustainability criteria into the packaging and formula development of every new product.
REAFFIRMED FINANCIAL GUIDANCE
Ahead of Cotys 3Q21 earnings announcement on May 10, 2021, the Company is reaffirming its current financial guidance. Coty anticipates an adjusted EBITDA of approximately $750m for FY21, and remains on-track to end the financial year with net revenues of between $4.5bn to $4.6bn. The Company reaffirmed its target of driving leverage towards 5x exiting CY21.
NOTES TO EDITORS
The full Investor Day presentation can be downloaded here.
Cotys next quarterly earnings will be announced on May 10, 2021. For more detail, please visit Cotys Investor Relations section of its website.
About Coty Inc.
Coty is one of the worlds largest beauty companies with an iconic portfolio of brands across fragrance, color cosmetics, and skin and body care. Coty is the global leader in fragrance, and number three in color cosmetics. Cotys products are sold in over 150 countries around the world. Coty and its brands are committed to a range of social causes as well as seeking to minimize its impact on the environment. For additional information about Coty Inc., please visit www.coty.com.
Forward Looking Statements
Certain statements in this press release are forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements reflect the Company’s current views with respect to, among other things, the Companys future operations and strategy (including the expected implementation and related impact of its strategic priorities), the impact of COVID-19 and potential recovery scenarios (including recovery of the travel retail sector) , the Companys e-commerce, direct-to-consumer and digital initiatives, the Companys sustainability initiatives, the Companys brand strategy and brand repositioning (including the timing and impact thereof), product innovations (including the timing and impact thereof), investments, licenses and portfolio changes, strategic planning, targets, segment reporting and outlook for future reporting periods (including the extent and timing of revenue, expense and profit trends and changes in operating cash flows and cash flows from operating activities and investing activities, and expected drivers of sales and profitability in future periods), the Companys comprehensive transformation agenda (the Transformation Plan), ongoing and future cost efficiency, optimization and restructuring initiatives and programs, strategic transactions (including their expected timing and impact), the Companys capital allocation strategy and payment of dividends (including suspension of dividend payments and the duration thereof), synergies, savings, performance, cost, timing and integration of acquisitions, including the strategic partnership with Kylie Jenner and the strategic partnership with Kim Kardashian, future cash flows, liquidity and borrowing capacity, timing and size of cash outflows and debt deleveraging, the availability of local government funding or reimbursement programs in connection with COVID-19 (including expected timing and amounts), the timing and extent of any future impairments, and synergies, savings, impact, cost, timing and implementation of the Companys Transformation Plan, including operational and organizational structure changes, operational execution and simplification initiatives, fixed cost reductions, supply chain changes, and the priorities of senior management. These forward-looking statements are generally identified by words or phrases, such as anticipate, are going to, estimate, plan, project, expect, believe, intend, foresee, forecast, will, may, should, outlook, continue, temporary, target, aim, potential, goal and similar words or phrases. These statements are based on certain assumptions and estimates that we consider reasonable, but are subject to a number of risks and uncertainties, many of which are beyond our control, which could cause actual events or results (including our financial condition, results of operations, cash flows and prospects) to differ materially from such statements, including risks and uncertainties relating to:
Contacts
Investor Relations
Olga Levinzon, +1 212 389-7733
olga_levinzon@cotyinc.com
Media
Antonia Werther, +31 621 394495
Antonia_Werther@cotyinc.com
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