Make-up brands Rimmel and Max Factor have almost 300 hundred years between them. But even brands with such rich heritage and brand equity can’t rest on their laurels, particularly in the fast-moving digital age where brands can rise rapidly but fall just as fast.
Coty says its cost cutting programme is enabling it to “reinvest more in marketing” as it looks to further boost sales during the critical Christmas period.
US beauty firm Coty saw double-digit sales growth for its mass market consumer division, crediting the early success of repositioning brands including Rimmel and CoverGirl.
From creating a “work from anywhere policy” to building a new direct-to-consumer site in just three weeks, Coty is using Covid-19 to reset its business.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
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