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...

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