Coty adds Beyoncé Knowles to celebrity stable - 17/09/09
Published: 17/09/09
Source: ©The Moodie Report
By Rebecca Mann, Associate Editor
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Beyoncé and Coty CEO Bernd Beetz
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US. Coty has further expanded its celebrity fragrance portfolio by joining forces with US superstar Beyoncé Knowles, to develop and market an exclusive Beyoncé fragrance. Marketing plans are currently “in development”. Financial terms of the agreement were not disclosed.
Neither was the name, although Coty promised that the fragrance would “embody the soul of Beyonce's persona”. It described the entertainer as a glamorous and highly talented woman full of determination and drive to succeed.
The new line is scheduled to launch in early 2010 in North and South America, with subsequent plans to launch in Europe and key markets throughout the world later next year.
Knowles is already no stranger to the beauty industry. She is the face of the L’Oréal group’s
Emporio Armani Diamonds fragrance, and also fronted the Tommy Hilfiger
True Star scent for the Estée Lauder Companies.
She has sold over 100 million records, celebrated numerous awards, including 10 Grammys, and starred in several successful films. Her new collaboration with Coty will capitalise on her “unique mega-watt aura and talent” to create her own first signature fragrance.
"We welcome Beyoncé as a well-respected and esteemed partner of the Coty family,” noted Coty CEO Bernd Beetz. “She is a star who brings a combination of power and femininity that will only further inspire the creative process as she works with Coty.
"Modern and highly influential, Beyoncé has truly touched the lives of her fans and will continue to reach new heights in her career with the launch of her own signature fragrance. We are thrilled she has partnered with Coty to embark on this new adventure, one of vast potential.”
"For me, fragrance reflects a woman's attitude and unique sense of style,” commented Knowles. "While I love various perfumes, I haven't found a scent that truly personifies me as a woman. Working with Coty, I was able to turn my ideal fragrance into a reality by creating an alluring and sophisticated fragrance; one that's reflective of my inner power. It's a true privilege to be working with Coty and I can't wait to share this personal side of me with fans all across the world."
"A name recognised around the globe, Beyoncé holds a unique cross-generational and cross-continental appeal that is a perfect fit for a new global Coty fragrance," added Coty Beauty President Renato Semerari.
"With her powerful ability to capture the attention of the world – a testament to her strength and beauty – she is a role model for women of all ages. We at Coty look forward to building the Beyoncé fragrance house."
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