Coty moves from the "4Ps" to the "5Cs"

This event report explains how Coty, the beauty and cosmetics company, has changed its approach to marketing as the way people perceive and connect with brands changes.

Coty moves from the "4Ps" to the "5Cs"

Stephen WhitesideWarc

For more than 50 years, the marketing playbook has focused on the famous "4Ps" – product, price, promotion and place.

But according to Kristen D'Arcy, vp/global digital at beauty group Coty Inc., this time-honored piece of branding lore has now been supplanted by the "5Cs", a mnemonic that reflects the new-media universe occupied by most millennials:

  • Content
  • Convenience
  • Community
  • Curation
  • Connection

"Truly, we are living in a totally different world," D'Arcy informed delegates at MediaPost's OMMA Audience Targeting Conference, an event held as part of Advertising Week...

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