As the world’s largest signature fragrance manufacturer, and in business for more than 100 years, Coty Inc. has succeeded by constantly innovating and staying on top of trends in the highly competitive beauty business. And, with designer names like Calvin Klein and Marc Jacobs, new fragrance launches must be both stylish and strategic.
IdeaZeit conducted a variety of projects for some of Coty’s most important brands. For example, the highly successful CK house of fragrances by Calvin Klein was planning a new line extension for launch in 2007 to be called “ck IN2U”, designed for the “texting generation”. IdeaZeit was asked to consult on a PR strategy for the launch process that would be both in keeping with the CK ethos and clearly demonstrate the difference of the new brand.
By carefully examining the brand essence and the very focused target audience, IdeaZeit helped craft a smart, sexy, buzz-worthy program destined to turn heads and drive sales. IdeaZeit was also drafted in to help develop proprietary PR strategies for new fragrances involving Jon Bon Jovi, Sarah Jessica Parker, Jennifer Lopez and Gwen Stefani, all of which launched in 2007.
