Coty is set to team up with advertising agency BETC this fall to support its Rimmel and Bourjois color cosmetic brands globally. The US beauty giant announced the new partnership in a press release last night.

The collaboration is aimed at reinventing the communications strategy for both brands, building on their heritage to reach the next generation of consumers.

“I am delighted to appoint BTEC for this partnership. Their approach to taking these two fantastic brands to the next level was both innovative and disruptive. They truly understood the brand equities and had very exciting and strategically creative approaches. I think we will work very well as a team to deliver the growth and consumer access these brands deserve,” commented Camillo Pane, EVP Category Development and CEO designate of Coty.