NEW YORK — Coty Beauty has signed Texas-born actor Matthew McConaughey as the new spokesman for Stetson, injecting a hefty dose of celebrity into another one of its beauty brands.
Coty will leverage McConaughey’s brawn to build muscle behind the Stetson fragrance franchise for the pivotal holiday season, which typically accounts for 60 percent of mass fragrances purchases.
The multiyear deal marks the latest move by Coty to align its brands with players in the entertainment industry. While the company has had great success turning celebrities’ names — most notably Celine Dion — into brand names, Coty is also looking to harness star power by recruiting celebrity spokespersons, John Galantic, president of Coty Beauty U.S. explained earlier this fall.
“What we’ve found with Celine is that celebrities are emotional icons,” said Marsha Brooks, vice president of new business development for Coty Beauty U.S. Brooks added that McConaughey, who wore his own vintage Wranglers and silver horseshoe necklace for the advertising photo shoot, “embodies a simple, down-to-earth cowboy.”
His Southern drawl and rugged good looks make him a perfect match for a fragrance that seeks to capture the “lifestyle of the modern man with the soul of the American cowboy,” noted Stephen Brodeck, Coty Beauty U.S. group marketing director. “We did a lot of consumer testing to make sure Matthew was the right fit.”
Stetson will spend $10 million in advertising to introduce its spokesman to consumers, a figure that does not include McConaughey’s take. The goal of the campaign is to update Stetson’s brand positioning, giving it a more modern feel while retaining its macho, cowboy heritage. In Coty’s view, McConaughey captures “the spirit of Stetson, while elevating the brand with a cooler, more relevant image.”
Print ads featuring McConaughey will break in November, followed by TV spots at Thanksgiving. Given that women purchase 65 percent to 70 percent of men’s mass-market fragrances, Coty is funneling 60 percent of the print ads to women’s magazines.
The company recruited feature film director Alejandro Gonzáles Iñárritu of “21 Grams” fame to direct the television ads, which were shot entirely in black and white.This spring, Coty will circle the wagons around its leadership position in the category with the launch of a flanker fragrance, one intended to be used for more formal occasions. It will also be supported by McConaughey.
The 23-year-old brand got some new blood last fall with the launch of Stetson Untamed, a younger, edgier version that targets men ages 20 to 30, a few years shy of the traditional Stetson user. Since its launch just over a year ago, industry sources estimate it’s generated between $14 million and $18 million in sales.
Next fall, the company intends to widen the Stetson portfolio with the launch of a new female fragrance. The fragrance, which comes 18 years after the introduction of Lady Stetson, will likely be supported by a celebrity spokesperson, as well. Brodeck said that while the men’s portfolio will stick to fragrances for the time being, the introduction of the new women’s scent may warrant a move into ancillary categories such as bath and body.
The first Stetson was introduced in 1981 and is still the best-selling men’s mass-market fragrance with an estimated market share of 8 percent. “This campaign shows Coty is a company that invests in its brands — even a brand that is 23 years old,” said Brooks.
As it has done with the Celine Dion’s two fragrances — supported with ad visuals of Dion on a swing, Coty will use one consistent image for Stetson across all marketing channels — McConaughey parked on a wooden fence.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast