Coty narrows travel-retail focus to six priority brands

Coty is directing resources toward its strongest franchises in travel retail, with Hugo Boss and Burberry identified as two major priorities where the company sees room to accelerate growth and broaden global reach.

Marc Jacobs is positioned as a strong performer in Western markets, while Calvin Klein is described as a global brand with an opportunity for a further growth phase in a modern format. Chloé, whose Atelier des Fleurs line has been a success, and Kylie Cosmetics complete the six-brand priority group.

Beyond fragrance, the Coty.Curated strategy is widening the company’s makeup offer and preparing new fragrance launches. Engell linked makeup to supporting fragrance sales and pointed to efforts to attract younger travellers.

Engell also highlighted advocacy as a factor in converting shoppers and said generative engine optimisation is becoming a new area of focus. The comments were made during the TFWA World Exhibition in Cannes.