Coty is realigning its entire corporate identify based on the credo that beauty comes from the inside, not from the outside. New images show great diversity in the people represented. Centered around the value of "fearless kindness," Coty said that its new company purpose is: "Together, we unleash every vision of beauty." The move was made following a business-wide review, said the company.
One of the world’s largest beauty companies with a portfolio of brands across fragrance, color cosmetics, and skin and body care, Coty's new identity is described with a tagline that "invites all its associates, partners, consumers and beyond to join the movement: 'Coty, Fearless. Forward. You.'"
The introduction of this framework represents the next phase in Coty’s growth under the leadership of CEO, Sue Y. Nabi.
"Beauty has always been, and will always be, at the heart of society and culture," said Nabi in a press release. "The question of what is beautiful has built and fueled our industry through time. We believe that today, no one can control or should dictate what is or is not beautiful. Beauty is formless, like water, a constantly evolving and adapting concept. Therefore, we need to 'undefine' the notion of beauty.”
Nabi said that a key part of this new perspective is a belief in working together and with the wider beauty industry on a singular mission of breaking down barriers in beauty. "This ambition from Coty fearlessly acknowledges the role and responsibility of the beauty industry to address harmful stereotypes and transform for the 21st century."
With this move, Coty is aligning all of its corporate values under the framework of "fearless kindness" – its processes, businesses, and people are now anchored in this philosophy.
This vision was launched internally over the summer, receiving overwhelming support of Coty’s 11,000 associates around the world, said the company.
Here is the video Coty released to illustrate its new concept of beauty:
Coty, founded in Paris in 1904, is one of the world’s largest beauty companies with a portfolio of brands across fragrance, color cosmetics, and skin and body care.
On December 1, 2020, Coty completed the strategic sale of its Professional and Retail Hair division, which became the standalone Wella Company that is owned 60% by KKR and 40% by Coty.