Coty’s five-step march to excellence in multicultural marketing inclusion

Coty, the beauty company, has established five steps that can help its brands drive inclusivity throughout the marketing process.

When Coty Inc. tapped agency Droga5 to help craft a new brand positioning for its CoverGirl line of cosmetics, recalls Ukonwa Ojo, “The creative director was African-American. The strategist was Hispanic.

“And we had a mix of different genders and different sexual orientations on the team.

“So, no, we didn’t discriminate.”

Ukonwa Ojo, CMO/consumer beauty, Coty Inc.

Coty Inc.’s CMO/consumer beauty insisted to delegates at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing & Diversity Conference that her insistence on a diverse team of partners to address a diverse consumer marketplace was one element of a five-step initiative to...

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