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,” ​stated Kristina Strunz, vice chairman gross sales, Coty South East Asia.

One of many massive alternatives for the agency was tapping into was the quickly rising e-commerce area, 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. Nevertheless, the pandemic has accelerated digital procuring habits over the previous two years with consumers 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 means of scent discovery kits earlier than transferring on to full-sized merchandise and reward units.

“It says a lot in regards to 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,” ​stated Strunz.

With the reopening of many nations throughout SEA, Strunz stated the agency was “offered with an excellent alternative to re-engage with consumers”.

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, stated Strunz.

Moreover, it permits the cosmetics agency to faucet into the foremost alternatives, akin to recruiting a youthful era of customers, notably the Gen Zs, in addition to male customers.

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