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Coty changes its structure to boost innovation

Coty Inc. (adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, philosophy, Playboy, Rimmel and Sally Hansen) is changing its organizational structure with the aim to reinforce its growth path and strengthen its position as in the beauty market. The organization design will evolve from two stand-alone divisions, Coty Prestige and Coty Beauty, to a model built around categories and regions while maintaining prestige and mass differentiation and unique treatment in brand building, product development and sales execution where it represents a critical success factor.

The move is expected to bring a more holistic view of consumer evolution and growth opportunities by product category, resulting in a sharper innovation approach. Coty also aims at improving coordination and resource allocation between channels and markets and eliminating duplication.

Renato Semerari

Renato Semerari

Renato Semerari, previously President, Coty Beauty, will assume the new role of President, Categories and Innovation, integrating Marketing, R&D, Communications, Digital and Consumer Marketing Insight. All Coty brands will be housed under four consumer-driven categories: Fragrance, Skin Care, Colour Cosmetics and Body Care. Each category will have dedicated teams with specific skills and competencies to develop the prestige and mass portfolio with total respect for each of the brand’s DNA and positioning.

Leaders of the four categories will be:
- Steve Mormoris, previously in charge of Coty Prestige-American Fragrance Marketing, is appointed chief marketing officer (CMO) Fragrances.
- Johanna Businelli, previously in charge of Coty Beauty-Color Cosmetics Marketing, is appointed CMO Color Cosmetics.
- Jill Scalamandre, previously responsible for Coty Prestige-Skin Care Marketing, is appointed CMO Skin Care.
- Jurgen Scharfenstein, previously responsible for Coty Beauty-Adidas & Lifestyle Fragrance Marketing, is appointed CMO Body Care.

Jean Mortier

Jean Mortier

Jean Mortier, previously President, Coty Prestige, will be appointed President, Global Markets, to better leverage the company’s global scale and bring stronger sales execution. The markets will be organized under four regions: North America, Europe, APAC/MEA and Latin America. Each will be led by a Senior Vice President along with dedicated management teams to steer the business according to specific consumer and retailer needs and priorities.

Leaders of the four regions will be:

- North America: Marc Rey, also President, Coty USA
- Europe: Stephane Tsassis
- APAC/MEA: Peggy Elsrode
- Latin America: Manlio Pizzorni

© 2014 - Premium Beauty News - www.premiumbeautynews.com
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