Coty announces ‘most ambitious’ fragrance project yet

By Julia Wray | Published: 16-May-2023

Coty unveiled its Infiniment Coty Paris plans alongside a new Orveda serum at a gala event celebrating its new Coty Protopia vision

Coty has unveiled two new projects: Infiniment Coty Paris, its most ambitious and premium fragrance collection to date; and a new serum under ultra-premium skin care brand Orveda. 

The announcements coincided with a gala event, held on the eve of the Cannes Film Festival, during which it debuted Coty Protopia, the name the brand owner has given to its vision for empowering bold and creative expressions of beauty.  

“At Coty, we firmly believe that no one can control or dictate what is, or is not, beautiful,” said Sue Y Nabi, CEO of Coty.

“The future of beauty we strive to create is one anchored in a deep respect for and commitment to infinite expressions of individual beauty and experiences. 

“This ethos is embodied in our latest innovations, Orveda’s new Omnipotent Concentrate serum, which I believe is perhaps the most potent serum of all time.” 

Nabi further called Infiniment Coty Paris, “our most ambitious fragrance project to date, [which] aims to usher in a new era for fragrances and perfumery, representing to fragrance what Orveda is to skin care.”

Infiniment Coty Paris is claimed as the first fragrance with patents pending for both the formulation and the packaging. 

The collection will ultimately include a range of 14 ‘diverse’ scents and is expected to launch globally in 2024.  

“Infiniment Coty Paris is a creation that marks a natural progression for the company, fusing beauty, science and art,” said Nabi. 

To mark its launch, Infiniment Coty Paris has partnered with the 1-54 Contemporary African Art Fair to showcase innovative works from artists across Africa.

Orveda’s OmniPotent Concentrate, meanwhile, is said to sit at the crossroads of scientific innovation in the areas of microbiome and cellular longevity. 

The brand, which was launched by Nabi prior to her taking the reins at Coty, also announced a collaboration with the Azzedine Alaïa Foundation to sponsor aspiring fashion designers from across Africa and Asia.

The news of Coty Protopia follows the Rimmel London and CoverGirl owner’s 2022 announcement of a new corporate identity prioritising diversity and inclusion.

Earlier this year, meanwhile, Coty launched a petition to change the dictionary definition of beauty in favour of a more inclusive approach. 

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