Coty Inc. is taking to the airwaves to sell its wares.
This story first appeared in the April 4, 2008 issue of WWD. Subscribe Today.
The beauty giant has signed a partnership with the Home Shopping Network and HSN.com to market and sell selected Coty Prestige products later this spring. First up: Coty’s Lancaster brand, which is expected to make its debut May 8. Already confirmed are Lancaster’s late-2007 skin care launch, the antiaging serum 365 Cellular Elixir, a comprehensive range of self-tanners and sun care products. Additional brands and products are expected to bow later this year, with additional skin care items likely to be the next products sold on HSN.
The HSN launch will be followed by a launch of Lancaster products — which Coty has long marketed in Europe and in travel-retail — in U.S. department and specialty stores, including Nordstrom, Bloomingdale’s and Sephora, later this year.
The Coty-HSN deal is intended to usher in a comprehensive new global e-commerce strategy, which is expected to yield additional partnerships in the next year, said Michele Scannavini, president of Coty Prestige globally. The strategy, he added, is also expected to provide “a new avenue of retail and revenue for Coty.” Scannavini emphasized that Coty will work with HSN to strategize concepts and develop shows featuring Coty products.
To lead the charge, Scannavini has named Peggy Elsrode to oversee Coty Prestige’s global e-commerce strategy. “Peggy has extensive global experience in the business working with various channels of distribution and business models,” said Scannavini.
“Between our network and HSN.com, we are uniquely positioned to not only introduce Coty Prestige products and demonstrate their use to millions of new customers,” stated Mindy Grossman, chief executive of IAC Retailing, HSN’s parent, “but can also share the insight and first-hand experience that consumers resonate with in a way not possible through traditional retail channels.”
“We believe that the consumer is looking for and expecting accessibility to high-quality products, and through HSN we are able to fully communicate our product benefits,” added Elsrode, noting that HSN’s reach includes 90 million U.S. homes. “HSN and Coty Prestige have complementary strategies and both have an entrepreneurial drive.”