Calling it a “trusted partner,” fashion and beauty brand Coty has expanded its relationship with Zenith, naming the Publicis Media network its lead media agency globally.
The assignment will include current Coty brands, as well as P&G’s specialty beauty business portfolio, which it acquired last year in a deal valued at a reported US$15 billion. The transaction is expected to close next month.
Publicis will work in collaboration with Coty’s digital social and programmatic agency Beamly. The assignment spans 16 markets, with Zenith responsible for strategy, trading, content and data and analytics.
Coty’s portfolio includes cosmetics brands Rimmel and Sally Hansen, as well as the fragrance brands Calvin Klein, Marc Jacobs and Davidoff, and the P&G brands Cover Girl, Max Factor, Hugo Boss and Clairol.
The combined entity is expected to be one of the world’s largest pure-play beauty companies, with annual revenues of approximately US$9 billion and a combined advertising and promotional spend of more than US$1 billion.
When the transaction closes, Coty is expected to become the global leader in fragrance, the second largest company in salon professional products and the third largest in cosmetics.
Coty first tapped Zenith to handle its global print and TV business last year.
