Cosmetics company Coty is to launch its first global Coty-branded fragrance in more than a decade next year.
It will be the company’s first move into the premium-priced fragrance sector with Coty-branded products. The fragrance is expected to be priced at more than £40 for a 50ml bottle, compared with existing Coty-branded fragrances Toujours L’Aimant and Exclamation which are priced between £6 and £9 for a 30ml bottle. The eau-de-toilette will be available only as a limited edition and initially sold through the Internet.
Coty, which plans to tie up with various celebrities and style icons to market the new product, refuses to divulge the advertising budget for the new fragrance.
It is understood that the company plans to increase its marketing and advertising spend across its range of products, which includes Rimmel cosmetics. It is looking at alternatives to TV and press advertising to market its products.
As part of this move, the company plans to launch a lifestyle website next year called rimmellondon.com, which will include chat rooms and e-commerce platforms for Coty products.
Coty executive vice-president, ideas and image, Douglas Towes says: “We believe that our consumers need to be entertained, which is the reason why our new products and launches will be supported by a new marketing push which will be different from the traditional methods of advertising.”