Coty sponsors Brighton & Hove Pride 2017

The beauty company will be working with MTV to create content for the event

Coty is sponsoring Brighton & Hove Pride this summer.

The annual event is the UK’s biggest Pride festival and this year it will take place between 4-6 August.

Coty’s commercial partnership will focus on hair care brand Clairol and its new Generation Z-focused Color Crave campaign.

“Coty is proud to partner with Brighton & Hove Pride,” said Sara Wolverson Marketing Director, Coty Consumer Beauty UK & Ireland.

“As a company that celebrates the diversity of beauty, supporting an iconic event such as Pride is very important to us and we are delighted to be part of this great event.”

The company will be working with music channel MTV to create digital content.

MTV’s Georgie Wright and James Barr, co-hosts on the Pride main stage, will present the short form content providing consumers an ‘access all areas’ viewpoint of the parade and celebrations.

Content will run in the lead up to, during and after Pride via voxpops, insta-stories and snapchat.