Coty targets girls with new ‘sporty’ range

Coty is introducing a low-cost, mass market colour cosmetics range to the UK, called Miss Sporty, which will launch the company’s drive for younger consumers.

The range will be aimed at 16- to 24-year-olds but Coty is hoping to pull in consumers from both above and below that age span. Its Rimmel and Margaret Astor brands are both aimed at a slightly older market.

Miss Sporty consists of 16 make-up products in 170 shades and will be sold at only three prices – &£1.29, &£1.49 and &£1.99. Fashion colour collections will be launched twice a year.

The brand has been available in Europe and will be stocked for a month from June exclusively in larger Superdrug stores. It will be rolled out to independent chemists from July.

Coty sales manager for the range Claire Ferguson says: “Miss Sporty is a lower priced mass-market cosmetics brand with a youthful and colourful image. Its low-cost pricing represents value for money.”

Last year, Coty created a new global team based in London to co-ordinate the worldwide expansion of the Rimmel brand (MW September 6 1999) but sent colour cosmetics senior vice-president Anastasia Ayala to Coty US to head fragrance marketing at the beginning of this year (MW January 27).

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