Coty to craft comms around beauty acquisition spree

NEW YORK: On the acquisition path, beauty company Coty is implementing a "full internal and external" communications plan surrounding its recent deals.

NEW YORK: On the acquisition path, beauty company Coty is implementing a “full internal and external” communications plan surrounding its recent deals, explained Coty PR director Cysette Burset.

The company recently announced that it's in the process of acquiring California-based nail polish company OPI Products, as well as Arizona-based skincare brand Philosophy from The Carlyle Group.

A few weeks ago, the company also announced that it's acquiring Dr. Scheller Cosmetics AG, a German color cosmetics company. The deal will make Coty the second largest color player in Germany behind L'Oreal, said Burset.

She added that in the next couple of days, the company will leverage its CEO to communicate with employees, consumers, and media about the implications of the deals. The team, including five-year AOR Fleishman-Hillard, has not yet chosen a communications platform for the effort.

“We speak to media on request,” she said, adding that the team hasn't yet had a chance to “tell the Coty story.” Of the initial communications, she said, “Everything has been done with an employee focus first and media focus second.”  

The acquisitions will diversify Coty's portfolio and positioning, as the corporate brand has long been associated with fragrance. Specifically, OPI will introduce Coty to the pro salon category and Philosophy, a QVC brand, will provide the company with new distribution channels.

“[The acquisitions] are strategic and complementary,” she said. “Great R&D expertise is being put into making sure that Coty becomes a significant player in color.”

She added, “Coty plans to further expand [the brands] globally.”  

Philosophy currently works with Shop PR, which has been AOR since June and confirmed that the acquisition has not affected its relationship with the brand.   

Harris Shepard PR, which has been OPI's AOR for 15 years, will remain AOR for the brand, confirmed president Harris Shepard.

"I have been told that nothing is changing," he said.

Burset said it's too early to comment on how the deals would affect internal marketing teams or agency relationships.

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