Stephen Mormoris Gets Expanded Role at Coty

The Coty Beauty executive has been named senior vice president of global marketing, American Fragrances, for Coty Prestige.

Stephen Mormoris, senior vice president of global marketing for Coty Beauty, is taking over the world, at least that of Coty’s prestige fragrance stable. Effective July 1, Mormoris will become senior vice president of global marketing, American Fragrances, for Coty Prestige.

This story first appeared in the June 25, 2013 issue of WWD.  Subscribe Today.

In his new position, Mormoris will be charged with continued growth on “key power brands” such as Calvin Klein, Marc Jacobs and Balenciaga, as well as scouting for and developing additional luxury lifestyle and celebrity brands for the company. Mormoris, who has called Paris home for the past 23 years, is relocating to New York and will report to Jean Mortier, president of Coty Prestige.

Mormoris will also oversee several celebrity brands that were under his leadership at Coty Beauty, such as those of Katy Perry and Beyoncé. Mormoris hinted that the company — which holds many of the beauty industry’s celebrity fragrance licenses — is looking for additional star power, although he emphasized nothing is imminent.

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“It’s a broad role in which I am managing most of the big fragrance brands at Coty,” he said. He noted that fragrance marketing, when done as a true collaboration with the star, is a highly personal business, involving emotional relations, trust and creative thinking. In addition, he maintains strategic working relationships with Céline Dion, Halle Berry and Guess.

“The brands with the biggest marketing activity in terms of celebrity fragrances are Katy Perry and Beyoncé, who appear to be the biggest powerhouses in celebrity fragrances,” he continued. His role will include “the scouting of new licenses, the maintenance of these big licenses and also running all the prestige licenses — all these three components stand in prestige to masstige to mass. [There] is one person who can basically arbitrate where the brands go, how the brands are marketed without this kind of internal compartmentalization that previously existed.”

“Steve is a seasoned, top-notch marketer who has played a key role in Coty’s success over the past 12 years,” said Mortier. “Thanks to his creativity, business sense and broad understanding of global market trends, he has built strong, enduring, consumer-relevant brands in cosmetics and fragrances. His appointment will further strengthen the global ambitions of our brands as we continue to develop Coty as a dynamic worldwide beauty leader.”

Mormoris joined Coty in 2001 and was responsible for developing many of the celebrity partnerships the company has, including the licenses of Halle Berry, Katy Perry, Beyoncé, David and Victoria Beckham and Céline Dion.

Coty has also promoted Johanna Businelli to the newly created role of senior vice president of color cosmetics for Coty Beauty. Businelli’s role marks the first time Coty has had a senior marketing position fully dedicated to color cosmetics, which has become the second-largest and fastest-growing segment in Coty, according to the company. Businelli will be charged with expanding Coty’s color cosmetics portfolio, growing such brands as Astor, Rimmel, Sally Hansen and NYC Color. Businelli will also helm — along with Ralph Macchio, chief scientific officer — the Coty Color Technology Innovation Council.

Businelli, who joined Coty in 1997 when the company acquired the Rimmel brand, will report to Renato Semerari, president of Coty Beauty.

“Johanna has already made her strong personal mark on the development of our business,” said Semerari. “With her avid enthusiasm and industry-leading expertise, she will make a great impact in color cosmetics.”