Coty has announced adam&eveDDB as the lead creative agency for Max Factor, replacing agency Leo Burnett.
The reshuffle follows the takeover of the P&G Speciality Beauty business last year. Coty aims to elevate the creativity of Max Factor, which it acknowledges is one of its ‘iconic’ brands.
“Selecting adam&eveDDB for the Max Factor brand is an important element of Coty’s strategy to bring a new level of insight, creative disruption and consumer engagement to our brands,” said Sam Southey, VP Creative and Integrated Communications.
“We are focused on ensuring that we have the right partners in place to generate the most relevant, effective and compelling ways to connect with our consumers.”
Tammy Einav, CEO of adam&eveDDB, said: “Max Factor is an amazing brand with a proud heritage and we could not be more thrilled to be working together to create the next chapter.”
Adam&eveDDB is no stranger to high-profile brands; it currently works with Harvey Nichols, Bull Dog and John Lewis.
Coty completed its acquisition of 41 P&G beauty brands in October.
This lifted Coty’s revenues to $9bn (£7.2bn), making it the third-biggest beauty company in the world behind L’Oréal and Estée Lauder.
After a six month review, which started last October, Coty decided to close two of its four European factories.
While those in Germany and France survived, its factories in the UK and Ireland are on track to be closed.
Leo Burnett's work with Max Factor