Coty reorganizes to be more consumer-driven

COTY Inc. announced that it is reorganizing its operations and will no longer be operating from its two stand-alone divisions, Coty Prestige and Coty Beauty. The new organizational structure brings a more holistic view of consumer evolution and growth opportunities by product category, the global fragance and beauty company said on Wednesday.

The more integrated structure will be built around categories and regions. All Coty brands will be housed under four consumer-driven categories: Fragrance, Skin Care, Color Cosmetics and Body Care. Each category will have dedicated teams with specific skills and competencies to develop the prestige and mass portfolio with total respect for each of the brand's DNA and positioning.

Coty CEO Michele Scannavini, commenting on the reorganization, said: "This evolved organization design will help us to advance our path to profitable growth. We will be more consumer-driven, sharper in priority setting and resource allocation, and more agile, reducing duplications and redundancies over time. We are confident that this new organization will allow us to unleash the full potential of our brands and our talent."

Prestige and mass differentiation will be maintained through brand building, product development and sales execution, including for global brands in the Coty portfolio such as  adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, philosophy, Playboy, Rimmel and Sally Hansen.

Assuming the new role of president, Categories and Innovation is Renato Semerari, previously president of Coty Beauty. Under Mr. Semarari's leadership, this new group, integrating Marketing, R&D, Communications, Digital and Consumer Marketing Insight, will become the engine of strategic category and brand development, to drive best-in-class innovation worldwide.

Jean Mortier, previously president of Coty Prestige, will be named president, Global Markets, to better leverage the company’s global scale and bring stronger sales execution. The markets will be organized under four regions: North America, Europe, APAC/MEA, and Latin America.