Beauty brand Coty has launched a new corporate identity, centered around its new purpose — “together, we unleash every vision of beauty” — and value: “fearless kindness.” This is the latest phase of growth under the leadership of CEO Sue Y. Nabi.
As part of this mission, Coty looks to break down barriers in beauty, creating innovative and science-based solutions that allow consumers to create their own vision of beauty. The brand hopes to work alongside the beauty industry to accomplish this mission.
[Read more: Coty Dives Into Sustainable Fragrance Production With Carbon-Captured Ethanol]
To encapsulate the new identity, which has been codified within the brand's corporate values, Coty is introducing a new tagline: “Coty, Fearless. Forward. You.”
According to Nabi, beauty has always been, and will continue to be, at the heart of society and culture.” The question of what is beautiful has built and fueled our industry through time,” she said in a statement. “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 added that this is something the industry needs to face together by creating synergies that lead to innovations.
“Collaboration is the catalyst for creating forward-thinking beauty,” said Nabi. “In synchrony with our people, our partners, and our customers, we will develop products that provide new, innovative, and simply better science-based solutions. Together, we will make over the world of beauty."