Coty VP talks modern fragrance marketing and the power of emotion

Being a leader in fragrance marketing requires an acute awareness of market trends and an innate ability to become ‘brand immersive’, as this VP of Global Marketing at Coty explains

Daisy Twinkle launched last year

Lori Singer

From the launch of Calvin Klein euphoria to pioneering the first fragrance partnership for Uber and growing the Marc Jacobs Daisy franchise, Lori Singer, the Group VP of Global Marketing for Coty Inc, has helped shape some of the most memorable campaigns in fragrance history.

During her 20-year beauty career, Singer has been named one of the top 50 Women Brand Marketers and earned a seat on the Executive Committee for the Board of Directors at The Fragrance Foundation.

Here, she talks to Cosmetics Business about her career progression, how the fragrance industry has changed and what makes a winning campaign today.


What was your first-ever job in beauty?
After studying Marketing and Communications at the University of Michigan I expected to easily land a job as an Assistant Brand Manager, but soon learned . . .

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