Coty Inc. (New York) has announced the upcoming introduction of 001 Coty, a new unisex fragrance that is the first creation of Coty's new Ideas+Images department. The unique twist on this product launch: It will be marketed exclusively on the Internet – on a special, dedicated web site, www.001Coty.com.
This launch marks the first time Coty – the firm behind Stetson and Jovan, Davidoff and Joop! — has marketed a fragrance exclusively on the Internet. The fragrance will be produced in a limited edition of 5000 bottles and will be accompanied by a certificate of authenticity. The launch will be supported by a print and e-mail campaign. (The ad campaign has been created entirely by Coty's in-house creative department.) 001Coty ads will run in select art and fashion magazines such as Surface, Jalouse and V. The web site was developed by Coty and consulting firm Brown & Ryan.
Ideas+Images was created by Coty to examine ground-breaking product developments and unusual marketing campaigns. The department is headed by executive vp Douglas Toews, who also serves as the company's head creative director.
Proceeds from the sale of 001Coty will help fund a new education and awards program in the fall of 2000 with the Parsons School of Design in New York City. Coty collaborated with Parsons instructors on a product design class. Two students received monetary prizes for their fragrance ideas.
Coty is the world's leading manufacturer and marketer of personal fragrances, and a leader in the categories of color cosmetics and skin treatments in both the mass and prestige markets, with over $1.7 billion in annual net sales. Coty brands include Adidas, The Healing Garden, Rimmel, Margaret Astor, Calgon, Stetson and Jovan. The company's prestige fragrance and cosmetics brands, sold by its Lancaster Group, include Lancaster, Davidoff, Joop!, Chopard, Jil Sander, Isabella Rossellini's Manifesto, Vivienne Westwood and Yue-Sai Kan.