Ethnic Marketing Presentation-Final 1 08.24.09
Ethnic Marketing Presentation-Final 1 08.24.09
Ethnic Marketing Presentation-Final 1 08.24.09
Ethnic Marketing
for Breakthrough
Results
By Linda Singh
Senior Marketing Director
Coty Beauty
Dubai
China
Hong Kong
Japan
Canada Singapore
United States France Netherlands
Australia
Puerto Rico Belgium Germany
Mexico Ireland Poland
Brazil United Kingdom Slovak Republic
Argentina Switzerland Czech Republic
Chile Italy Austria
Portugal Hungary
Spain Romania
Greece
DESIGNERS
LIFESTYLE
CELEBRITIES
No.1
Worldwide
position in
fragrance
COTY – Our Passion
• In the US alone, over $6 Billion in Fragrance is sold each
year
Source:: Mintel
Premium Fragrance Sales
Continued to Grow
“ Beauty products make me feel confident”, general consumer sentiment.
$ Sales in millions
Premium +26%
More than
Doubled
-1%
-4%
-10%
Success-Secrets
Source: NPD of Ethnic
Group’s Consumer Panel Fragrances
Findings ‘08
How every $100 was spentIfon
I Had $100 Dollars…
different
Beauty Products
Fragrances are Losing out
Source:: Mintel
Success-Secrets of Ethnic Fragrances
Ethnic Americans prefer
Niche/Ethnically Targeted Advertising
Source:: Mintel
Success-Secrets of Ethnic Fragrances
Quote
"There used to be one ideal consumer. today
and tomorrow belongs to be many different
ideal consumers ... and we're all going to
have to be really good at guessing what
they want and where they want to be
pampered."
Coty’s Ethnic Marketing ‘SENSE’
E: Evolutionary
N: Novel
E: Engaging
Coty’s Ethnic Marketing ‘SENSE’
Brought the brand to life with a catchy theme ‘are you a goddess’
Success-Secrets of Ethnic Fragrances
N: Natural & Novel