Business Restructure

Coty restructures organization to focus on categories and global markets


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Coty restructures organization to focus on categories and global markets

Related tags Coty ceo michele Perfume United states

Coty has restructured its organization to provide better focus on the market segments it serve, optimize its global markets presence, and to build on the brands in its portfolio.

The restructure will see the company’s stand-alone Prestige and Beauty divisions changed to a more integrated model built around categories and regions while maintaining prestige and mass differentiation.

"This evolved organization design will help us to advance our path to profitable growth,"​ says Coty CEO Michele Scannavini.

“We will be more consumer-driven, sharper in priority setting and resource allocation, and more agile, reducing duplications and redundancies over time. We are confident that this new organization will allow us to unleash the full potential of our brands and our talent.”

The move is expected to improve coordination and resource allocation between channels and markets, and to increase focus on specific consumer and retailer needs of each region.

The new divisions created will focus on the US manufacturer’s key segments – skin care, color cosmetics, fragrance, and body care – R&D, marketing, and digital under the Categories and Innovations title.

New roles

There will also be a division titled ‘Global Markets which will focus on the company’s key regions – North America, Europe, APAC/ MEA, and Latin America.

Renato Semerari, previously President, Coty Beauty, will assume the new role of President, Categories and Innovation, and will oversee the new division which integrates Marketing, R&D, Communications, Digital and Consumer Marketing Insight, and brand development.

The Coty brands will then be housed under the four consumer-driven categories with Steve Mormoris, previously in charge of Coty Prestige American Fragrance Marketing, appointed as CMO Fragrances; and Johanna Businelli, previously in charge of Coty Beauty Color Cosmetics Marketing, as CMO Color Cosmetics.

Jill Scalamandre will now become CMO Skin Care having overseen Coty Prestige Skin Care Marketing, and Jurgen Scharfenstein, previously responsible for Coty Beauty Adidas & Lifestyle Fragrance Marketing, is appointed CMO Body Care.

The other division, Global Markets, will be headed up by Jean Mortier, previously President, Coty Prestige, with Marc Reyheading up North America, Stephane Tsassis in Europe, Peggy Elsrode in APAC/ MEA, and Latin Americawill be in Manlio Pizzorni’s hands.

Supply Chain, Finance, IT, Human Resources and Legal functions will be reorganized to support categories and regions.

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