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COTY - CONSUMER Brands (Covergirl (CG) (BRAND PRIORITIES
Foundation…
COTY - CONSUMER Brands
Covergirl (CG)
BRAND PRIORITIES
- Foundation (Face)
- Mascara
- Eyeshadow
GOALS: Sustainable Growth + Drive Penetration + Build Core BoutiquesMESSAGING:
Become relevant to Perfected Beauty & Pleasurable Beauty
TBMM Foundation
- Represents
the bigger portion of the budget
- Wants to come back
to #1 position
Simply Ageless Foundation & Concealer
- Focuses on ingredient and
re-staging simply ageless
- Hylauranic acid and Vitamin C
- Current target: 45+,
they want to lower it to 35+
-Ambassadors: Sangita Patel & Maye Musk
Lashblast Mascara
- 48% of mascara sales
- Every new launch
should still support the core
Exhibitionist Mascara
- First Premium Mascara
- Spokesperson: Katy Perry, Valeria Lipovetsky
- Launching in Holiday Season,
Cyber Monday
- Launches first online, two
weeks after in-stores
- Specialty: Wire Brush, Smudge Proof,
Clump-Proof, Flake-Proof
- Primer: Biotin, Maracuja Oil, Argan Oil
Competitors:
- Maybelline
- L'Oreal Paris
- Revlon
- Nyx
Trublend Concealer
- 30 shades harmonized with TBMM
and full coverage
- Launching in May
Rimmel London
BRAND PRIORITIES
- Lips: Lipstick, lip liner, lip gloss, lip specialty
- Ancillaries (Brows, Shadow Palettes, Concealers, Small & Niche Segments)
- Eyeshadow Palettes
GOALS: Become top of mind + Increase consideration + Protect Stay Matte + Build Powerhouses w/ Lasting Finish, Stay Matte and WonderTarget: Reach GenZ/millenials but retain current customers
-
Competitors:
- Nyx for Lips
- Urban Decay - Naked for Eyeshadow
- Maybelline
-
Wonder Swipe
- 2-1 Liner Shadow
- Launches in Christmas
- First to market
-
Dupe Strategy combined with influencers:
- Products: Crimson Palette, Spice Palette,
Electric Violet Palette, Thunderstorm Palette
Stay Matte Face
- Building foundation, concealer
and powder starting in January
Micro Moments: Valentines, Spring Break, Cobalt Gold, Festival
Sally Hansen
BRAND PRIORITIES
- Miracle Gel & Complete
Salon Manicure
- Insta Dri, Xtreme Wear,
Salon Gel Polish,
Color Therapy,
Diamond Strenght
will only be branded
GOALS: With seasons resonate
with the consumer
and own trends.
Get market share from essie.
Miracle Gel
- Biggest innovation: Nail color and a
top coat that bring the gel effect from salon
Competitors:
- L'Oreal Paris (4%)
- Essie (21.3%)
- Revlon (8.4%)
- OPI (owned by Coty)
-
Clairol
BRAND PRIORITIES
- Hair Color
GOALS:
- Sustainable growth
- Penetration in hair colour
- Accelerate Root Category: RTU
- Grow Base Business: NNE
- Recruit new consumers
- Own permanent,
semi-permanent, spray
and non-permanent hair
color category -->
Build awareness and
educate consumer
Nice N'Easy (NNE)
- There is no growth in this segment
and they want to steal market share
- Highest loyal of the category
- Major driver: Color and Price
(Category is price driven)
- Goal is to be top of mind
Competitors:
- L'Oreal, Garnier
- Nutrious (Garnier) x NNE
- L 'Oreal Spray x RTU
Natural Instincts
- Healthier lifestyle and socialy
responsible women
- This is not a vegan line, only for
natural and loose vegans
- Relaunching with a new packaging in spring
- Gives gloss and refresh to your hair
- No ammonia
- Younger audience + retaining 45+
Root Touch Up (RTU)
- Most important category product
- Clairol was first to launch it
- Growing the growth in hair colour
- Value packs to grow this segment
- Offers temporary, semi permanent and temporary solution
- Education is very important on semi-permanent solution