NEW YORK — For most of the company’s 100-year history, Coty Inc. operated principally as a fragrance house. It is only within the last decade that Coty set its sites on evolving into a total beauty company, explained John Galantic, president of Coty Beauty U.S.

In recent years, in the wake of stagnant mass fragrances sales, Coty has increasingly looked to higher growth categories, such as specialty bath and cosmetics, to build its business.

“We’ve expanded the business beyond fragrance, and that has really helped us grow,” said Galantic.

The company created its first specialty bath line, The Healing Garden, in 1997. The line, positioned as a collection that utilizes the power of plants, helped carve out the specialty bath category in drugstores and mass retailers.

One year earlier, Coty entered into color cosmetics with the acquisition from Unilever of Rimmel, a hip makeup line born in London. The company introduced Rimmel to the U.S. market in 2000 by rolling it out exclusively in Wal-Mart stores.

Coty’s Adidas franchise has allowed the company to expand even further outside its core business. Coty has built Adidas, a license with a strong sports heritage, into one of its largest brands. Executives have said it could become a $350 million business.

After launching the Adidas Moves men’s fragrance in 1999, which was promptly followed by the Adidas Moves for Her in 2000, Coty steadily began to expand the brand into a full-fledged personal care line, complete with a men’s grooming collection called Active Skin Care for Men, in addition to deodorants and antiperspirants for men and women.

Adidas Adrenaline Woman marks the latest addition to the Adidas portfolio. The new fragrance, a “vibrant floral green scent,” hit mass fragrance counters in July. Adidas Adrenaline Woman is accompanied by several benefit-laden bath and body items — body lotion, shower gel, “body soufflé” and body scrub — with prices ranging from $8 to $14.50. Sources predict the new Adidas Adrenaline collection could reap first-year retail sales of $20 million.

The Adidas Adrenaline for men scent hit stores last year and won three FiFi awards at this year’s annual Fragrance Foundation gala in June.

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