Enterprise Rebrand
Country Base: UK
Industry/Sector/Keywords: Cosmetics/Toiletries, Coty, Rebrand, Beauty, Personal Care, Fragrance, Organic, Sustainability, Cover Girl, OPI, Wella, Rimmel, PG, P&G

Below: Before and After Images in Slide Show, Videos, Summary, Credits

Industry Setting

Francois Coty revolutionized the beauty industry with his fragrance business in 1904, deliberately disrupting an elite marketplace to inspire a new era of accessible beauty. Fast-forward to 2016 and the marketplace is dominated by many players – most obviously by the ubiquity and scale of L’Oréal, Estée Lauder and Chanel. Acquiring P&G’s Specialty Beauty Business transformed Coty overnight into the 3rd largest global beauty company, with a renewed mission to stir up the industry again. The organization is one of the world’s largest beauty companies with approximately $9 billion dollars in revenue.


Coty’s stated aim is to become a leader in beauty. Negotiating and completing the complex merger with P&G Specialty Beauty was the first major step to compete in a marketplace dominated by a few significant, global players. The complete restructuring and organizational reshuffling then needed to unite 20k employees (10k from each company) under a wholly new entity – and at pace – was another major challenge. Similarly the need to align two different corporate cultures and clearly articulate what the ‘new’ Coty would stand for – what qualities, attributes and beliefs would be maintained, evolved or dropped – were all fundamental steps to be taken. And all of this had to be resolved within a year, while at the same time continuing to run both businesses.


Our key industry insight was the homogeneous representation of beauty; minimal engagement and lackluster customer experience. This was our catalyst to focus Coty’s brand strategy on a more diverse perspective of beauty. The new purpose is ‘To celebrate and liberate the diversity of beauty’ which drove key creative coordinates for the identity; joyful, colorful, multi-faceted, plural and kinetic. We based the visual identity on an iconic symbol of change, beauty and diversity: the butterfly. The identity system comprises an evolving series of hand-crafted butterflies representing Coty areas of specialization: fragrance, hair and color cosmetics, with wings crafted from raw materials used in Coty’s famous brands such as COVERGIRL, OPI, Wella and Rimmel. Logo and strapline are designed with a bespoke font, the starting point for which was a curvy ‘Y,’ mirroring butterflies symmetry.


After 100+ years in business, rebranded Coty has breathed new life into its founder’s visionary legacy, rejuvenating the spirit of consumer-focused change with a disruptive, distinctive idea. The new purpose, values and visual identity were launched simultaneously on NYSE (New York Stock Exchange) and across 130+ countries to all employees. Overnight, newly branded interiors were created, and personalized brand communications delivered to all. The reinvented brand signaled a new era for Coty and has been embraced and praised by all employees citing pride to ‘Liberate Beauty’. In September 2017 Coty announced its new cause-related corporate responsibility initiative with Global Citizen with an agenda of radical inclusion and self-expression. Portfolio brands have been energized to develop new products with stand-out inclusive campaigns, self-selecting as brand ambassadors to reflect Coty’s motivating purpose.


Client: Coty Inc – www.coty.com

SVP Global Corporate Affairs, Project Leader: Andraea Dawson-Shepherd

Brand Strategists/Designers: Workroom – www.workroom.co.uk

Executive Creative Director, Brand Strategy Translation: Brigid McMullen
Creative Director, Brand Concept and overall Creative Direction: Limor Guerabli
Senior Designer, Design Concepts and Execution: Ellie Cockle
Senior Designer, Design Crafting and Execution: Milos Covic
Designer, Special Project Design Execution: Luke Breadmore