THE WHAT? Coty has unveiled its new corporate identity and company purpose. Centred around the value of ‘fearless kindness’, the US beauty giant’s framework, ‘together, we unleash every vision of beauty’, represents the next phase in its growth under the leadership of CEO Sue Y Nabi.

THE DETAILS A key part of this new value is a belief in collaboration and, following a business-wide review, the manufacturer of Rimmel has codified its corporate values and is inviting all its associates, partners, consumers and beyond to join the movement with the tagline: Coty. Fearless. Forward. You.

THE WHY? Nabi revealed, “Beauty has always been, and will always be, at the heart of society and culture. The question of what is beautiful has built and fueled our industry through time. We believe that today, no one can control or should dictate what is or is not beautiful. Beauty is formless, like water, a constantly evolving and adapting concept. Therefore, we need to UNDEFINE the notion of beauty.

“Co-creation is at the heart of what we do. It is to business as symbiosis is to nature. Together, we can not only solve the problems we face, but create synergies that will lead to innovations that will surpass anything we could have created alone. Collaboration is the catalyst for creating forward-thinking beauty. In synchrony with our people, our partners, and our customers, we will develop products that provide new, innovative, and simply better science-based solutions. Together, we will make over the world of beauty.”