Coty touts e-commerce as ‘strategic development pillar’ for SEA perfume ambitions

“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.

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