Beauty giant Coty is stepping up its efforts to reflect a new corporate identity centred around the value of ‘Fearless Kindness’ launched in October.
The new corporate motto is ‘Together, we unleash every vision of beauty’ and represents the next phase in Coty’s growth under CEO Sue Y. Nabi.
Commenting on the mission, Nabi said: “Beauty has always been, and will always be, at the heart of society and culture. The question of what is beautiful has built and fuelled our industry through time. We believe that today, no-one can control or should dictate what is or is not beautiful. Beauty is formless, like water, a constantly evolving and adapting concept. Therefore, we need to undefine the notion of beauty.”
This mission reflects Coty’s ambition to create forward-thinking beauty products and provide new, innovative science-based solutions.
An integral part of the brand identity is collaboration with the wider beauty industry to break down barriers in beauty.
Coty’s mission acknowledges the responsibility of the beauty industry to break down stereotypes and become more inclusive and welcoming of all people.
“Co-creation is at the heart of what we do. It is to business as symbiosis is to nature,” Nabi added.
“Together, we can not only solve the problems we face, but create synergies that will lead to innovations that will surpass anything we could have created alone. Collaboration is the catalyst for creating forward-thinking beauty. In synchrony with our people, our partners and our customers, we will develop products that provide new, innovative, and simply better science-based solutions. Together, we will make over the world of beauty.”
The roll-out of the refreshed brand identity follows a business-wide review. Coty is codifying these new corporate values through its processes, businesses and people. The corporate vision was launched internally over the summer across Coty’s 11,000 employees globally under the tagline, ‘Coty, Fearless. Forward. You.’