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NEW YORK — Coty Inc. formed a partnership with Paris-based brand marketing and technology agency BETC to support its Rimmel and Bourjois color cosmetics brands globally.
Coty said Monday that the partnership is slated to launch this fall. The company isn’t disclosing details about the commercial arrangement, citing “competitive reasons.”
Rimmel and Bourjois have “very strong heritages,” and partnering with BETC represents a move to change the two brands’ communications “so the consumer can fully embrace the relevance of the brands’ equities,” Coty said.
Last year, Rimmel and Bourjois had combined sales of about $1.5 billion, according to Euromonitor.
“I am delighted to appoint BETC for this partnership. Their approach to taking these two fantastic brands to the next level was both innovative and disruptive,” stated Coty executive vice president of category development Camillo Pane, who last week was named to become chief executive officer. “They truly understood the brand equities and had very exciting and strategically creative approaches. I think we will work very well as a team to deliver the growth and consumer access these brands deserve.”
Other beauty brands on Coty’s roster of fragrance, color cosmetics, skin care and body care products include adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, philosophy, Playboy and Sally Hansen.
