VISUAL STRATEGY GUIDE
01 VISUAL STRATEGY GUIDE
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Nothing is more memorable than a smell. One scent can be unexpected, momentary and fleeting, yet conjure up a childhood summer beside a lake in the mountains. Diane Ackerman, American Poet
TABLE OF CONTENTS
01 PAST Brand History
Coty Timeline
Old Vision
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02 FUTURE
COMPETITORS
The Mission
Current Competitors
New Vision
Adjacent Competitors
Our Audience
Aspirational Competitors
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PAST
Brand History
Coty Timeline
Old Vision
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These bottles are of clear glass in an oval shape with prominent shoulders, molded with a reptile skin pattern, long neck without a lip, and a tester stopper with a long dauber. The reptile motif is identical on the backside of the bottle and the stopper has the same pattern.
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BRAND HISTORY
Coty is one of the world’s largest beauty companies. Its strong entrepreneurial heritage has created an iconic portfolio of leading beauty brands. The founder of Coty, Francois Coty, revolutionized the fragrance industry in the 19th century. He invented the modern prestige perfume and beauty industry and Coty has accumulated unique savoir-faire in fragrances that contributes to our category leader position. Francois Coty said,"every woman has her own subtle fragrance, the one that suits his style and that really expresses his personality." In 1904, François Coty founded a fragrance company in Paris that would bear his name. He was determined to revolutionize a fragrance industry that had seen little change during the 19th century. With Coty, he set about reinventing the perfumer’s fragrance palette. Just five years later, Perfume City was born. A residential villa outside of Paris that was transformed into a grand industrial complex. Over time, Perfume City grew and by 1920, Coty owned and controlled all aspects of his fragrance production, including flower fields, packaging factories, print shops, and delivery vehicles.
François Coty was a French perfumer and businessman. He was a founder of the fascist league Solidarité Française. The company he founded in 1904 is now Coty, Inc., based in New York City.
Coty understood that to succeed on a larger scale, he needed to reach a wider audience. His strategy was simple: offer a product of rich appearance, that was affordable. Coty commissioned artists and manufacturers, such as René Lalique and the Glassworks of Baccarat, to design beauty products imbued with luxurious quality, never previously available to the masses. The strategy worked and perfume quickly became an international mass-market luxury product almost instantly. In 1910, It was a wondrous era. In the loveliest of cities, Art Nouveau was at its height and artists were never more inspired. All would be swept away by the enchantment of Ambre Antique, a sensuous fragrance by master perfumer François Coty. In 1912, he opened subsidiaries in New York and London, an important move for the company. At the end of World War I, soldiers returned home with gifts of French perfume for their loved ones. This led to a demand for Coty products in the U.S. In 1927, Roubert, Vincent create a famous fragrances — L’Aimant and Jacques Fath Iris Gris. He found inspiration for certain perfumes in the most diverse locations. At the
theater, the cinema, the ball, in a bar, on a boat, in the souks; in order to discover, the creator-perfumer must often go out, travel, lead a social life sometimes exhausting, though indispensable because in all places he finds, mixed up, unexpected olfactory sensations. Occasionally much time is needed to capture, following an insidious graze, the round and carnal note of novelty. Coty advised women to seek out perfume based on their personalities or moods rather than their looks. These marketing techniques worked and thousands of bottles of perfume were purchased, probably by those who needed to buy gifts for others or were unsure of what perfumes to wear. François Coty continued to direct his empire until his death in 1934. “One thing eluded me,” he confessed in the same year. “I never managed to capture the smell of honeysuckle.” One of his friends who told him: “Everything you wanted, you’ve got.” Francois Coty was certainly fulfilled with money, women, power, fame.
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1925
1942
François Coty commissions French jeweler Lalique with designed fragrance bottles that revolutionized the fragrance industry
1942 Coty becomes a worldwide leader in fragrance manufacturing.
An estimated 36 million women buy Coty face powders worldwide.
1955
The development of Coty’s perfume masterpiece, Chypre, a fragrance that would soon lend its name to an entire fragrance family.
1934
1917
1908
COTY TIMELINE
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.
2016 2013
Launch of Coty’s 1st Celebrity Fragrance with GLOW by JLo, reigniting the celebrity fragrance category.
Coty mergered with The Procter & Gamble Company making it the third largest beauty company in the world.
Coty issued stock in public and began trading on the New York Stock Exchange.
2017
2010
Acquisition of Manhattan, Philosophy, & OPI, extended Coty’s Color position, bolstered its skincare & bodycare portfolio, and made it the global leader in Nail.
The popularity of lipstick significantly increases due to the long-lasting formula pioneered by Coty.
2002
1963
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Visual Strategy Guide
COTY
Coty enters partnership with Younique, a leading online peer-to-peer social selling platform in beauty
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OLD VISION
THIS WAS OUR OLD LOOK This was our past look. These pictures show our visual direction in the past. Coty shows women’s appearance beauty in cosmetics, fragrances and skin cares. They provide surfaces of beauty to women.
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FUTURE
Our Mission
New Vision
Our Audience
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OUR MISSION “To use scent to enhance people’s life experience.”
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.
Audience Spectrum 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.
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OUR VISION
THIS WAS OUR NEW LOOK These pictures show our future visual direction. Coty will enhance people’s life experiences through scent interaction. We bring a pure and fresh atmosphere to people of all ages.
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OUR AUDIENCE The future audience focuses on people who want to have a better life experience. They have different needs to improve their lives, such as being more attractive, reducing pain or reviving their memories. The new Coty will use scent to inspire their emotions and minds.
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CHRONIC PAIN SUFFERER
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Cark Morales Male 45 Manager
· He works in a big insurance company that · Every rainy night, he finds it hard to sleep well because he can’t bear the joint pain and makes him feel extremely pressured because low back pain from his occupational disease. he has to be dedicated and passionate to be more competitive. · He went to different hospitals and tried a lot · He has been working in this company for 20 of medicines. However, he still feels pain and has become upset from hormone medicines. years, and he is facing his computer at least eight hours every day. · He has a beautiful wife and lovely daughter, so he works hard overtime to give them a better life. After he comes back home, he feels so tired and stressed.
· He doesn’t know how to adjust his emotions, so he spends a lot of time addicted to his video games to forget the pressure, but his wife is very fed up about it.
· Sometimes, he makes mistakes in his work, so he is criticized by his boss, who is very demanding and serious.
“I want to stay away from pain and stress.”
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UNHAPPY SINGLE
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Jungho Kim Male 34 Coder
· He was born in Korea and he has been · He wants to have a girlfriend, so he was dating a lot of women. However, these talented with computers since he was young. women don’t contact him after the first date · Every day he focuses on studying coding because they think he is so boring and because he is passionate about it. unappealing. · He always goes to bars, the gym and bookshops to find a girlfriend, because he likes the girl who enjoys her life and feels energetic. · He is wealthy because he is a professional coder in a big tech firm, so he cares about his life and wants the right one to come into his life.
· He has tried to become more attractive, so he bought some designer clothes and shoes but they don’t make him look handsome and confident. · Every day, he takes a shower to refresh himself and remove smell body odor.
“I want to become a more attractive person.”
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NOSTALGIC TRAVELER
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Kristina Ross Female 38 Travel Agency Manager
· She works in a travel agency that leads people to have different experiences during travel and find their own value. · She loves nature and goes hiking every week because she enjoys the smell of grass and soil.
· She never dyes her hair or wears makeup because she likes nature because it makes her comfortable and at ease. Her favorite thing is her teddy bear.
· While traveling, she likes to collect interesting stones, special smelling flowers, and sand from local beaches. She takes them back · Her favorite thing is an old teddy bear, which home to decorate her house. was her 5 years old birthday gift. That reminds her of her beautiful childhood time. · When she smells the flowers and grasses, the familiar scents bring her back to her journey. · Every raining day, she also goes outside to find different views from sunny days. In her mind, she always remembers her grandma reading stories to her in wet weather.
“I like to record my journeys through collecting.”
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NURTURING MOM
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Suzie Nelson Female 32 Homemaker
· When she was young, she married a rich businessman. She gave up her job because she thinks it’s a full time job to create a warm and comfortable home for her family. · When her husband comes home from work, he can smell a romantic atmosphere from the scented candles. · When she is cooking, she often toasts herbs in the kitchen and lets the sweet aroma waft though the house. Her children get excited to have dinner.
· She thinks good aromas can make her children eat more, then they will become stronger and healthier. · She only buys organic food and fruits because she wants to have high quality ingredients. · The autumn is coming. She visits a local winery to buy some good red wines. When the big machines crush the gapes, the scents of them release the whole garden and she really enjoys.
· Spices not only are good for her cooking, but also inspire her to have a better intimate life.
“Good aromas make my food more delicious.”
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INNOVATIVE THERAPISTS
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Andy Liu Male 37 Physician
· He was born in China, but when he was four · Through long time study, he found scents will influence people’s brain to adjust their years old, his parents brought him to Europe. emotional activity. He lives in England and is curious about his different appearance with other students. · He got a lot of awards for medical innovation · He has a warm family and he loves his wife because he used different materials to create new medicines. and lovely daughter. When he wears a freshly washed lab coat from his wife, he can feel his · He is still looking for more ways to treat wife around him. patients through science and new technol· When he graduated from college, he became ogy to solve problems in medication. a doctor and made patients calm down and feel relaxed when they received treatment.
· He is exploring new idea to make a better treatment for his patients, so he has started to study how to inspire people’s emotion through science.
“I want to explore more effective treatments.”
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HOMEBODY
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Julie Griffith Female 20 Student
· She was born in a wealthy family in the America, and her parents gave her anything she wanted.
· She likes to stay at home for a whole day, because she enjoys the sense of staying in her apartment.
· She pursues the quality of her life, so she uses air purifiers and buys fresh flowers every week.
· When she travels, she always brings her own sheets and pillow to the hotel because the scent of these things makes her feel she is sleeping at home.
· She lives alone in a studio near school. Every weekend, she sweeps her room and tidies up her interesting objects. After that, she feels so comfortable to seeing a clear room.
· Each holiday, she buys flowers for her family because the smell of flowers makes her mother feel happy and cheerful.
· When she feels pressure from study, she uses lavender essential oil sprays on her bed and pillow. That helps her sleep sweetly like her mother is with her.
“My home makes me feel relaxed and comfortable.”
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COMPETITORS
Current Competitors
Adjacent Competitors
Aspiration Competitors
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CURRENT COMPETITORS
Current competitors for Coty would be in the beauty products category. They provide makeup, cosmetic and skin care to different target audiences.
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COSMETICS
FRAGRANCES
· MAC · CALVIN KLEIN celebrates diversity for all ages, all races, inspires people using provocative imagery and all sexes and striking designs to ignite the senses · REVLON · LANCÔME provides glamour, excitement and innovation provides women around the world with the through quality products at affordable prices highest quality products and services that · L´ORÉAL fulfill their quest and enthusiasm for beauty. creates stronger consumer involvement in its · ESCADA philosophy and lifestyle and provides more underscores and enhances the personality consumer satisfaction and femininity of modern-minded woman. · AVON builds a unique portfolio of beauty and related brands · BENEFIT creates fast beauty solutions and that glamour is grabbing life · COVERGIRL as a fun and feisty beauty expert with the products and attitude to make them feel confident · NYX provides high quality, innovative professional cosmetics for women around the world,
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ADJACENT COMPETITORS
Adjacent competitors for Coty would be in the fashion category. They provide clothing, shoes, jewelry, accessories, handbags and watches that make people look good.
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FASHION
ACCESSORIES
· O.P.I provides quality products and technology intelligent solutions · DNKY brings people back to donna karan with the power of women · FREE PEOPLE dedicated to a smart, creative, confident woman, comfortable in all aspects of herself and excited by the world around her · LILY-BEAU is changing the way for women and offering several different styles and design options for all occasions · HUGOBOSS ceates a culture of openness and creativity · LOU & GRAY creates a comfortable lifestyle to help women discover themselves · ANN TAYLOR promises to give a woman the inspiration and confidence she needs to do what she loves
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· SWAROVSKI parkles to everyday life with high-quality products and services · ALEX AND ANN encourges people to be strong and unafraid to speak, empowering the world · KATE SPADE inspires women to live colorfully, delivering on our promise to help them lead a more interesting life
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ASPIRATIONAL COMPETITORS
Aspirational competitors would be some companies that use scent to inspire people’s lives in different areas, such as spices, personal care or plants.
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MANUFACTURERS
LABORATORIES
· LLUCHE ESSENCE dedicated to essential oils and aroma chemicals with high precision machines controlled by computer. · IFF develops ingredients that give their customers the best fragrances for everything from fine perfumes to beauty, detergent and household goods. · FIRMENICH is the most trusted and aspirational fragrance and flavor house of the industry to inspire their consumers around the world. · MOELLHAUSEN Creates unique fragrances for a developed olfactory and descriptive language. · HORNER INTERNATIONAL Supplies the finest natural flavors to produce the best-tasting extracts in the world. · TREATT Cultivates a progressive environment to provide everything from 100% natural ingredients.
· ENNOLYS Studies biotechnology to create aromatic molecules with high technology. · NECLIFE Alleviates human suffering with excellent global quality medicines to create a better tomorrow. · ENDEAVOUR is an innovative manufacturer researching pharmaceuticals, agrochemicals and materials sciences. · NATURAL ADVANTAGE Develops natural and taste advantages through science and chemistry.
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Copyright Š 2017 Zihan Yang This book is a non-commerical project for educational proposes and is not intended to represent the Coty brand. Contents Boisdejasmin.com Brainyquote.com Cotyperfumes.blogspot.com En.wikipedia.org Healthysenseofself.com Thegoodscentscompany.com Photography Flickr.com Indulgy.com Unsplash.com