COTY

I re-branded Coty, a beauty company, and brought it a new life that uses scent to inspire people‘s mood. As a leading expert in scent studies, Coty is creating products that are enhancing consumers‘ life experience through its unique scent interactions. I developed new Coty‘s brand strategy, a new mission and look, and their future development.

2017

My Role

Visual Strategy

Visual Standard guide

Visual development guide

Branding

Web design

Anchor 1

Let Coty enhance your world of well being, enjoyment
and experience.

From the Past

Coty is one of the world’s largest beauty companies.The founder, Francois Coty, revolutionized the fragrance industry in the 19th century. He said,“Every woman has her own subtle fragrance, the one that suits his style and that really expresses his personality. ”

Coty believes scents inspire people’s mood.

Timeline Elevation

1908

1917

François Coty commissions French jeweler Lalique with designed fragrance bottles that revolutionized the fragrance industry

An estimated 36 million women buy Coty face powders worldwide.

1942 Coty becomes a worldwide leader in fragrance manufacturing.

The popularity of lipstick significantly increases due to the long-lasting formula pioneered by Coty.

Coty enters partnership with Younique,
a leading online peer-to-peer social selling platform in beauty

1934

1955

2013

1925

1942

1963

The development of Coty’s perfume masterpiece, Chypre, a fragrance that
would soon lend its name to an entire fragrance family.

François Coty dies and the family stays in control of the company until the 1960’s.

The popularity of lipstick significantly increases due to the long-lasting formula pioneered by Coty.

The launch of Coty’s 1st Celebrity Fragrance with GLOW by JLo, reigniting the celebrity fragrance category.

2017

What we are doing now

From Coty’s history, they used scents to inspire people’s different moods. The New Coty will go far beyond creating fragrance, cosmetics, skin and hair care. Since Coty is an expert in creating scents, there is a potential to study scent to inspire people’s moods and let them live better. Coty will provide a chance for people to enhance their different life experiences through scent interaction.

Our mission is to use scent to enhance people’s life experiences.

New Audiences

The new audience will be shifted from women to people of all ages to
who have different needs and want to have a better experience.

Mike Kim

Female 34

Homemaker

Nurturing Dad

“Good aroma make
my food more tasty
and appetizing.”

gave up his job and support his wife and family.

believes good aromas can engage his kids eat more, that's make them become stronger and healthier.

is a big fun of “Organic”. He wants to have high quality ingredients for anything in his life not only just food.

Lights a scented candles after his wife comes back home. They enjoy the romantic atmosphere and have a better intimate life.

Visits a local winery at autumn. He really enjoys the crushed the gapes release the whole garden.

Julie Griffith

Female 22

Student

Homebody

“My home makes
me feel relaxed
and comfortable.”

Pursues the quality of her life, so she buys free fliers every week.

Likes to stay at home for whole day, because she enjoys the sense of staying in her apartment.

Sweeps her room and tidies up her personal collection after school. After that, she feel so comfortable to seeing a clear room.

Uses lavender essential oil sprays on her pillow under the pressure at night. That helps her sleep sweetly like her mother is with her.

Brings her own towel to the hotel when she travels. The scent of her towel makes her feel she is staying at home.

More potenial audiences

Chronic Pain
Sufferer

Unhappy

Single

Nostalgic Traverler

Innovative

Therapist

Aspirational Competitors

The potential competitions would be some companies that use scent to inspire people's lives in different areas, such as spices, personal care or aroma.

New Branding system

The new Coty logo with the new direction reflects the ideas of enhancement of life experiences using scent.

The new look conveys Fresher, Brighter and more Meaningful than the original logo.

Neutral Violet

C84 M100 Y0 K25

R66 G29 B117

Fresh Peach

C0 M35 Y20 K0

R250 G183 B179

Soft Gray

C20 M10 Y10 K0

R200 G215 B220

“Headline”

Gotham Family Fonts
Book, Book Italic, Medium, Medium Italic, Bold and Bold Italic

“Bodycopy”

Caslon Pro Family Fonts
Regular, Regular Italic, Medium, Medium Italic, Bold and Bold Italic

Let’s See New Coty’s Possibility

Coty Lab
+ Tech

Coty Edu.
+ Training

Coty Care
+ Retail

Coty Health
+ Wellness

Business New Directions

There are three categories to inspire people's life. They are Body, Mind and Spirit. Our mission is to focus on personal care enhancement. The below list shows some ideas in the new Coty.