Coty selects BETC as creative agency for Rimmel and Bourjois

Agency will help promote the two brands' relevance among consumers

  • Coty chooses BETC to act as creative communications company for two major colour brands
  • New partnership will commence in autumn
  • Size of deal not disclosed for competitive reasons
  • Rimmel recently launched its Get The Look make-up app

    Coty has selected creative communications agency BETC to work on its two colour cosmetics brands Rimmel and Bourjois.

    The partnership will begin in autumn and aims to help Coty promote its brands’ relevance to consumers. Coty explained that the brands are increasingly relevant to consumers looking to experience quality, individuality and innovation.

    Camillo Pane, EVP Category Development, and CEO designate of Coty, said: “I am delighted to appoint BETC for this partnership. Their approach to taking these two fantastic brands to the next level was both innovative and disruptive.

    Their [BETC's] approach to taking these two fantastic brands to the next level was both innovative and disruptive

    Camillo Pane, EVP Category Development, and CEO designate of Coty

    “They truly understood the brand equities and had very exciting and strategically creative approaches. I think we will work very well as a team to deliver the growth and consumer access these brands deserve.”

    The size of the deal was not disclosed however for competitive reasons.

    Coty’s colour cosmetics portfolio is soon to expand as the merger of P&G’s 41 beauty and personal care brands is finalised; Max Factor and COVERGIRL are due to join the Coty family.

    Coty generated net revenues of $4.4bn for fiscal year ended June 30, 2015. On 1 August, the company’s Board approved a 10% increaes in its annual dividend to $0.275 from $0.25 per share on its Class A and Class B Common Stock.

    The dividend is payable on 19 August to shareholders of record on 11 August.

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