Coty’s Philosophy faces post-COVID-19 market with new confidence in e-commerce

Philosophy, a skincare and cosmetics brand owned by Coty, has found e-commerce opportunities in the COVID-19 crisis that will last beyond the pandemic.

Why it matters

Members of the cosmetics and beauty industry have long relied on in-person touchpoints to demonstrate the efficacy of their brands, but now have to adapt to a marketplace where e-commerce plays a central role.

Takeaways

  • Products that were once seen as functional and utilitarian – such as hand sanitizer – now have deeper resonance, and will need to be re-positioned accordingly.

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