Coty: Elegance for Everyone
Coty began in 1904 through the skill and work of one man, Francois Coty. Even in his own lifetime, Coty was a popular brand, due to Francois Coty’s skill at marketing and talent for making fragrances that left a good impression with all who experienced them.
The Era of Francois Coty
Though his fortunes were made in France, Coty himself was born in Ajaccio, Corsica. His name was originally Joseph Marie Francis Spoturno, but he changed his name to the more French-sounding Coty when he moved to Paris, which was taken from his mother’s maiden name.
He started humbly, distilling his own essences from flowers in Grasse, then selling them to local markets. At first, he didn’t do very well. It was difficult to get people to at least try his scents. Then, a bottle of his perfume was spilled on the countertop of a Parisian department store, and people came from all over the area to find out what was making that amazing smell. The customers bought all of Coty’s perfumes within minutes, and the store gave him a permanent spot to sell his creations. This first successful scent, La Rose Jacqueminot, would eventually be one of the factors that made Coty a millionaire, and one of the leading perfumers in the world.
Coty came to realize that his early problem with selling was not his product, but the packaging. He was one of the first perfumers to recognize that the bottle was what prompted customers to take a second look. He began to collaborate with a famed ceramist, Rene Lalique, to create some interesting and intriguing bottles for his new scents, like L’Origan and Ambre Antique, which became popular in the same manner as La Rose.
Beyond superior product in an attractive bottle, Coty was one of the first to sell perfumes to the public at large. Other perfumers sold their wares as luxury items and only the extremely wealthy could afford them. Coty sold his perfume to the rich and noble, but he also had lower-priced goods for women in the middle and working classes. He was also one of the first to create a set of items, like soaps, perfumes, and cosmetics in a single box, tied together with a theme and a fragrance.
Coty himself expressed his marketing philosophy in this manner: “Give a woman the best product to be made, market it in the perfect flask, beautiful in its simplicity yet impeccable in its taste, ask a reasonable price for it, and you will witness the birth of a business the size of which the world has never seen.”
Fragrances for All Times
A great number of classic fragrances, even masterpieces, were created by Francois Coty, and many of them are still worn by women today, like L’Origan, one of the first he ever created, first produced in 1905. Another classic is Chypre, which was considered one of those great masterpieces, made from essences of oakmoss, bergamot, and labdanum.
The modern company of Coty, Inc has branched in new directions while still remaining true to Coty’s original philosophy. Today’s Coty is known not only for its own original creations, but the ones created in collaboration with others.
Morning Glory was created in Collaboration with the prestigious soap maker, Calgon. The scent of Calgon is meant to take those who breathe it away from the daily stress of day to day life, and the soft scent of Calgon Morning Glory does much the same with its romantic aroma. It’s opening of fresh green notes and warm anise and galbanum give it an air of innocence. Fresh touches of pineapple, peach, and apple rest at its heart, along with the floral essences of clove, lily of the valley, and jasmine. It is finished by sensual musk, sandalwood, and oakmoss.
Men can try Stetson, a favorite for a generation, launched in 1981. This has touches of the oriental for an exotic tone, but remains grounded in woody fragrances. Stetson is perfect for nights out.
Even the renowned resort, Club Med, has joined with Coty to create the scent My Ocean. This inspirational fragrance has a touch of peppermint, like the splash of cool, clear water, mixed with aquatic scents, and woodsy undertones.
The Coty Philosophy
Coty Inc may be based today in New York City rather than Paris, but they are still a powerful force in the world of beauty and cosmetics – as attested to by their many collaborative efforts. They are still dedicated to bringing luxury items to people at reasonable prices, so everyone can experience what they have to offer.
The idea behind Coty today is “Faster. Further. Freer.” This is shown in the way the company can swiftly change with the changing times and culture, explore the frontiers of fragrance and beauty, and still remain their creative edge to keep Coty at the forefront of its field for another century.