By  on September 8, 2006

NEW YORK — Coty is restructuring marketing efforts for its Coty Beauty division, in a move to strengthen the unit’s presence globally.

To head up the efforts, Bernd Beetz, Coty Inc.’s chief executive officer, has named Stephen Mormoris, formerly senior vice president of Coty Beauty Europe, as senior vice president of global marketing for Coty Beauty, a new post. Mormoris now will report to Eric Thoreux, president of Coty Beauty Americas, and to Hans-Joachim Honigfort, president of Coty Beauty Europe, and will divide his time between New York and Paris.

“In his five years with Coty Inc., Stephen has helped spearhead significant sales and profit growth in the Coty Beauty Europe division through building stronger brands driven by image and innovation,” said Beetz in a statement. “Under his leadership, we look forward to expanding market share for our key global brands.” As senior vice president of marketing for Coty Beauty Europe, Mormoris developed the overall strategy for brands within the Coty Beauty Europe portfolio, and played a key role in bringing in new licensed brands, including Miss Sixty and Kylie Minogue, added Beetz.

And Mormoris can’t wait to get started. “It’s clear that Coty has strong momentum, and our biggest opportunities lie in globalizing our biggest brands, such as Rimmel and Adidas,” he said in a phone interview from Paris on Tuesday. “I believe that my charge is to speed up the process of globalization and to identify new brands. One of my key tasks will be to create a pipeline of new brands and products in fragrance, cosmetics and body care. Bernd has been very intent on empowering marketing people and searching for new brands. We’re always looking for the next innovation.”

Beetz has never been shy about reacting quickly to market trends. In January, after the Federated Department Stores/May Co. merger was completed, he restructured the Coty Prestige business — which includes its Marc Jacobs, Vera Wang, Sarah Jessica Parker and Jennifer Lopez brands — into two distinct sales divisions in the U.S., one dealing with department stores and the other with specialty stores.

Of the two business operating units, Coty Beauty is the more widely distributed division. Its portfolio includes Pierre Cardin, Celine Dion, David and Victoria Beckham, Isabella Rossellini, Kylie Minogue, Mary-Kate and Ashley [Olsen], Shania Twain, Adidas, Aspen, Astor, Calgon, Chupa Chups, Esprit, Exclamation, Jovan, Miss Sixty, Miss Sporty, Rimmel, Stetson, the Healing Garden and Vanilla Fields brands.

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