Combined, the two brands have sales of roughly $1.5 billion. Coty teamed with BETC in an effort to shift communications related to both the Rimmel and Bourjois brands. The beauty firm is looking for consumers to “fully embrace the relevance of the brands’ equities,” Coty said in a statement.
“I am delighted to appoint BETC for this partnership,” said Camillo Pane, executive vice president of category development and incoming chief executive officer. “Their approach to taking these two fantastic brands to the next level was both innovative and disruptive. They truly understood the brand equities and had very exciting and strategically creative approaches. I think we will work very well as a team to deliver the growth and consumer access these brands deserve.”
Coty has owned Rimmel, which makes cosmetics distributed in the mass market channel, since 1996. The company acquired Bourjois, also a color cosmetics business, from Chanel in 2015.
BETC, headquartered in Paris, has also done work for Evian, McDonald’s, Air France and other businesses.
The partnership new comes shortly after Coty unveiled that Pane would become its new ceo, which will happen after the company closes on a deal for 41 beauty brands from Procter & Gamble. When Coty appointed Pane, the company said he would work on revenue growth, while chairman and interim ceo Bart Becht would focus on integrating the P&G Brands.
Coty announced in July 2015 that it would acquire a group of beauty brands from P&G for $12.5 billion. As part of that acquisition, the business is reorganizing into three segments: Coty Consumer Beauty, which is made up of color cosmetics, retail hair coloring and styling products, plus mass-market body care; Coty Professional Beauty, which will serve the salon industry, and Coty Luxury Beauty, which will house prestige fragrance and skin care.