“Coty is well-positioned for the long run, now it’s about transferring quick to discover all of the alternatives which current themselves,” mentioned Kristina Strunz, vp gross sales, Coty South East Asia.
One of many huge alternatives for the agency was tapping into was the quickly rising e-commerce house, a realm which until now, has not been suited to promote fragrances.
“Historically, it has been a problem for the perfume class to adapt to e-commerce. Nonetheless, the pandemic has accelerated digital buying habits over the previous two years with buyers now anticipating to have the ability to discover status manufacturers on-line and buy them conveniently,” Strunz informed CosmeticsDesign-Asia.
She highlighted that the important thing change has been the flexibility for them to trial fragrances by scent discovery kits earlier than transferring on to full-sized merchandise and reward units.
“It says a lot concerning the emergence of e-commerce as a viable retail channel for fragrances that Coty has recognized it as a strategic development pillar in South East Asia,” mentioned Strunz.
With the reopening of many nations throughout SEA, Strunz mentioned the agency was “offered with an important alternative to re-engage with buyers”.
To capitalise on this, the corporate unveiled its first official digital flagship retailer for Chloé Fragrances in Could with main SEA e-commerce platform, Lazada.
This on-line touchpoint would function a “handy vacation spot for gifting” for business peaks akin to Valentine’s Day or Mom’s Day, mentioned Strunz.
Moreover, it permits the cosmetics agency to faucet into the foremost alternatives, akin to recruiting a youthful era of shoppers, notably the Gen Zs, in addition to male shoppers.
“We may even look to widen our attain to focus on those that choose to find their distinctive scent within the consolation and privateness of their houses,” mentioned Strunz.
Extra manufacturers to observe
Chloé Fragrances is just the start for Coty as it really works to develop its digital footprint throughout the area.
“This can see us introduce a variety of fragrances on-line, Chloé Fragrances being simply the beginning. Our subsequent focus will probably be on our quantity male pillar Hugo Boss, launching regionally in Thailand, Malaysia and Singapore in the course of the summer season,” mentioned Strunz.
“Lastly, we’re engaged on launching some extra thrilling manufacturers throughout This autumn proper in time for all of the upcoming business e-commerce festivals. To offer you a sneak peek; in August we will probably be again with one other blockbuster perfume launch constructing on final 12 months’s success of Gucci Attractive Gardenia perfume fronted by Miley Cyrus.”
Along with new merchandise, Strunz additionally teased a number of campaigns that can happen in Singapore.
“Arising, we’ve got some thrilling online-to-offline campaigns deliberate for the second half of 2022 for our ultra-prestige and vogue perfume portfolio right here in Singapore, in collaboration with TANGS, Paragon and Takashimaya malls.”
She added that the agency has plans in place to ship excessive double-digit development year-on-year for the perfume class in SEA, with the general market on a mid-double-digit development trajectory.
“Having already surpassed considerably our pre-COVID gross sales ranges, we’re on the suitable path to speed up Coty’s footprint with the goal to be a number one group on this area,” mentioned Strunz.
Past SEA, Coty can also be eyeing potential within the wider Asian area, together with the Indian market.
“We have now the rising middle-classes in nations like India, Indonesia, and Malaysia, with India and Indonesia notably being cultures the place perfume performs an integral position. This offers us the chance to supply totally different scents and permits the buyer to specific themselves by various perfume personalities at a variety of worth factors, from life-style to area of interest fragrances,” mentioned Strunz.
