PARIS — Coty Inc. has just scored a new high-profile spokesman.
The beauty company inked a long-term licensing agreement with soccer star Zinedine Zidane to be the first global spokesman for Adidas beauty. He will be the face for the Adidas Active Skincare for Men line and is to represent Adidas’ antiperspirants for men.
The announcement confirms a report appearing in these pages on March 1.
Zidane — among soccer’s leading players today — was chosen as the embodiment of the brand, Coty executives said.
“He is a natural choice to be the face of Adidas Active Skincare,” said Bernd Beetz, chief executive officer of Coty, in a statement. “He has flair and style on and off the pitch, alongside a rare and exciting sporting talent; qualities that resonate with men throughout the world today.”
“Zinedine Zidane is a long-term icon for young people all across the world,” continued Steve Mormoris, senior vice president, international marketing, at Coty Beauty Europe, adding that Zidane has “global” and “multicultural” appeal.
The first print advertisement featuring Zidane will break in April, and the athlete’s images also will appear on in-store displays. Zidane himself will be at some press events, too.
The Zidane signing comes amid a major makeover at Adidas, Coty’s top-netting brand, which is 20 years old.
While company executives would not discuss Adidas’ sales, industry sources estimate the beauty brand generates more than $500 million in retail business a year. It reportedly clocks double-digit growth.
“It’s the biggest year for launches for Adidas,” said Mormoris.
Part of the drive is meant for Adidas to build muscle in the antiperspirant segment, where the main competition comes from Nivea and Dove for women and Rexona and Sanex for men.
Starting this month, Adidas is introducing a spate of products tested on athletes. These include the reformulated, repackaged and extended Active Skincare for Men collection, introduced last year. Along with other new items, the line includes two products targeting men with sensitive skin: Face Wash gel and Face Cream.
There are also new items for Adidas’ Personal Care line, including a hair and body shower gel and a moisturizing shower gel. The three spray deodorants in the collection include nonwhitening formulas.Adidas also is rolling out a soccer-related beauty collection, called Special Edition 2005 Blue Challenge for men. It includes scent and skin care. Once the soccer season is over, the fragrance’s name will be changed to simply Blue Challenge and the packaging will be changed, as well. It will then become part of Adidas’ portfolio. A special-edition scent to commemorate the upcoming World Cup will be introduced for spring 2006.
In Europe, Adidas is the number-one men’s mass market fragrance brand with 11 percent market share sales-wise. Its fragrance business grows, on average, 10 percent a year.
Starting this month, Adidas’ Personal Care for Women collection is hitting shelves around the world. It includes items conceived for various skin types, including six shower gels, plus three 24-hour and one 24-hour-plus antiperspirant deodorants. Like with the men’s version, the sprays in this line include antiwhitening properties.
Recent introductions for Adidas included four women’s fragrances — Fresh Vibes, Floral Dream, Fruity Rhythm and Sensual Instinct. They were launched last August around the world.
“Our brand traverses many categories,” said Mormoris. “It’s very much a broad brand.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)