From 'old school' to 'bold school': Coty's four-point guide to brand communications

Jo Bowman

This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.

Too many brands are making multi-million-dollar marketing decisions based on "no real clue" about what their consumers are actually doing and saying, according to Jason Forbes, who is not only Chief Digital & Media Officer at beauty company Coty, whose portfolio includes Calvin Klein, Clairol, Rimmel and Wella, but is also CEO of the Coty-owned digital marketing agency Beamly.

Speaking at the Festival of Media Global 2017, held in Rome in May, he contended that too many brand decision-makers were driven by their own internal biases about their categories and their misplaced expectations of consumers, and by fear of new...

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