Coty picks Publicis Media to take on beauty brands bought from P&G

Rimmel: has been a Coty-owned brand since 1996
Rimmel: has been a Coty-owned brand since 1996

Coty has awarded its expanded global media business to incumbent Publicis Media, which will now have responsibility for specialist beauty brands bought from P&G.

ZenithOptimedia won Coty’s global media account last year, after a competitive pitch. Following Publicis Groupe’s media network restructure this year – in which Zenith and Optimedia Blue 449 were formed – Zenith will now become the lead agency for Coty globally.

The media account includes all Coty brands won last year and the P&G specialty beauty business acquired by Coty. The transition is expected to complete next month. New brands include CoverGirl, Max Factor, Hugo Boss, Gucci, Wella and Clairol.

Publicis Media won the additional P&G brands after a review by Coty that also involved MediaCom and Carat.

Coty, whose current brands include Rimmel and Sally Hansen, is looking to establish itself as the global leader in fragrances and, by buying the P&G speciality beauty business, is expected to spend over $1bn (£771m) on advertising and promotions.

Following the P&G brands acquisition, its fragrance brands will include Calvin Klein, Hugo Boss and Davidoff. 

Zenith’s sister agency Starcom, which had been the incumbent on P&G outside of North America, will also work on the expanded Coty business in some markets. A Publicis Media spokeswomen said it was too early to give a full list of the markets covered by Zenith and Starcom, but was able to confirm that Zenith would be responsible for the UK.

The combined Coty media business will span 16 markets in total, with Publicis Media responsible for strategy, trading, content and data and analytics. The media agencies will work in close collaboration with Beamly, Coty’s internal digital social and programmatic agency.

Camillo Pane, the chief executive designate at Coty, said: "Zenith has been a trusted partner for Coty. We are excited to expand our partnership with them as we look to elevate the quality of our media while taking advantage of our new scale, as we strive to become over time a global industry leader by being a clear challenger in beauty."

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