Coty Consumer Beauty Remains Strong with Multiple Brands Leading in Respective Segments

On November 5th, 2023, the 6th China International Import Expo (CIIE) grandly opened in Shanghai. Coty, a global beauty conglomerate, showcased a variety of products from its multiple brands at the CIIE, demonstrating the group’s relentless pursuit of science and beauty.

The period of the CIIE also coincided with the annual Chinese Double 11 shopping festival, a major promotional period for various e-commerce platforms in China. As a partner of Coty’s online business in China, Lily & Beauty continuously empowered the consumer beauty brands Max Factor and Adidas Personal Care under Coty. Through refined operational capabilities, Lily & Beauty is contributed to unleashing the brands’ potential.

Data showed that from October 15th to November 3rd, Max Factor Gross Merchandise Volume (GMV) on Douyin (TikTok) increased by over 300% compared to the previous year. With leading product quality and innovative formulas and shades developed specifically for Chinese consumers, Max Factor’s star product, Miracle Touch Liquid Illusion Foundation, dominated the rankings as the list of Best-selling Oil-control Foundation and topped the list of Most Popular Oil-control Foundation on Douyin.

(Left: The List of Best-selling Oil-control Foundation, Right: The List of Most Popular Oil-control Foundation)

Adidas Personal Care’s flagship store for shower gels ranked first among male shower gel stores on Tmall. The classic shower gel was listed in the top three for both Best-Selling Shower Gels and Highly Rated Shower Gels in the male shower gel category during the Double 11 event, while the upgraded shower gel also secured a place in the top three for best-selling products.

(Left: The List of Highly Rated Male Shower Gels, Right: The List of Best Selling Male Shower Gels)

It is understood that consumer beauty business is a key part of Coty’s strategic deployment in the Chinese market. For better meeting the Chinese consumers demands, the company has created a localized product portfolio. By sharing leading global technologies, Coty committed to providing products and experiences for Chinese consumers.

For example, in July of this year, Adidas Personal Care launched a new Active Skin and Mind Range, tailored to the different skin and body odors of men and women, as well as their different daily activities. It focused on researching skin vitality and fragrance technology to meet the diverse needs of consumers. Additionally, they announced the signing of Olympic champion Su Yiming, a professional snowboarder, expanding the brand’s audience from sports enthusiasts to the Generation Z who love fashion and a healthy and vibrant lifestyle.

In addition, the century-old cosmetics brand Max Factor has also been continuously innovating. Through creative product collaborations, exclusive formula upgrades, and customized research on shades for Chinese consumers, they have attracted more attention from younger audiences. Recently, Max Factor partnered with Chinese pioneering fashion independent platform LABELHOOD and invited their emerging designer, NAN KNITS, to co-design the “Facefinity Compact Foundation Labelhood Limited Edition” which has been well-received by many young people.

(Credit: Max Factor Facefinity Compact Foundation Labelhood Limited Edition)

In terms of channel strategy, Coty has partnered with Lily & Beauty, who has professional experience in the beauty e-commerce operation. They closely follow Lily & Beauty’s expertise in big data analysis and insights while developing a localized product portfolio that caters to the needs of Chinese consumers. This approach continues to expand business growth points in the e-commerce channel, constantly enhancing the company’s brand influence in the Chinese market.

Looking ahead, with the continuous release of China’s economic vitality and the enormous potential of the consumer market, Coty will continue to meet the diverse needs of the Chinese market with innovative beauty experiences. The beauty giant aim to share development opportunities with China and accelerate the group’s business development in China.



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