Coty’s new path to one-to-one digital engagement

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Looking beyond the in-store automated perfume dispenser, for Coty, the beauty company, technology is not "things that are just PR-worthy and interesting for a hot minute. It's really investing in new channels of marketing."

With what the company calls "power brands" such as CoverGirl, Clairol, and Rimmel London that already have a powerful share of consumer mind, observed Fred Gerantabee, Coty's Global VP/Digital Innovation, "We're a beauty company in a sense; that's what we do."

And, because the enterprise also licenses such major colognes and perfumes as Calvin Klein, Gucci, and Hugo Boss, it needs to lead – not follow...

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