Coty est un homme à multiples facettes dont chacune est exceptionnelle.
Coty a d'abord un nez, un nez prodigieux, certainement un des plus grands nez de son époque. C'est aussi quelqu'un qui a un flair infaillible pour savoir vers quel goût la société dans laquelle il se trouve va évoluer. Goût qu'il suit et goût qu'il peut également susciter par ses créations.
Par ailleurs, il a une manière de génie dans la façon de conduire ses affaires. Façon peut-être pas toujours très recommandable. C'est ce qu'ont dit ses concurrents, c'est ce qu'ont dit ses victimes, mais il faut reconnaître que le résultat était fabuleux.
Il y a une stratégie Coty, il y a un génie Coty dans l'industrialisation.
Il y a une stratégie Coty fabuleuse, sur le plan national et surtout sur le plan international.
Par exemple; lorsque Coty veut pénétrer le marché américain qui est essentiellement un marché de produits de beauté, avec une clientèle difficile qui a déjà eu beaucoup de mal à accepter le maquillage.
A l'époque, les américains sont plus portés sur les crèmes de soin avec des figures de proue comme Héléna Rubinstein, Elisabeth Arden, le côté nature, sport...
Coty sait très bien que s'il aborde l'Amérique avec ses parfums directement, lui en tête, il n'arrivera pas. Donc avec beaucoup d'intelligence il fait passer une poudre, une poudre parfumée à l'Origan. Cette poudre va plaire aux Américaines par cette senteur complètement nouvelle, et va pousser leur curiosité jusqu'à vouloir savoir quelest le parfum contenu dans la poudre.
C'est ainsi que Coty attaque le marché américain et qu'il y fait une pénétration, contrairement à ses concurrents qui s'installent à New York ou ailleurs, dans un building, comme Pinaud par exemple, où l'on diffuse des parfums français, qui ne font que suivre la pénétration française en général, avec une stratégie identique à celle de la couture ou de la mode.
La stratégie Coty est complètement différente et beaucoup plus intelligente, il commence par créer une clientèle, et après il lui fournit ce qu'elle demande ou ce qu'il lui impose.
Coty is a multi-faceted man, an exceptional man.
First, Coty has a "nose", a prodigious nose, certainly one of the greatest noses of his time. He's also someone who has an infallible flair to know what kind of taste society is evolving to: the taste he follows and the taste that he can also evoke through his creations. Besides, he has a genius in how to conduct his business. Maybe not always very recommendable.
That is what his competitors said, that is what his victims said, but we must recognise that the results were fabulous.
There is a Coty strategy, there is a Coty genius in industrialisation.
There is a fabulous Coty strategy, nationally and especially internationally.
For example; when Coty wants to penetrate the US market, which is essentially a beauty market, with a difficult clientele that has already had great difficulty accepting makeup. At that time, Americans are more in creams from figureheads like Helena Rubinstein, Elisabeth Arden, nature, sport… Coty knows very well that if he touches America with his perfumes directly, this in mind, he will not. So with a lot of intelligence he makes a powder, a powder scented with his perfume Origan. This powder will please Americans with this completely new scent, and will grow their curiosity until they want to know what the fragrance contained in the powder is. This is how Coty attacks the American market and penetrates it. This is unlike its competitors who settle in New York or elsewhere, in a building like Pinaud, for example, where French perfumes are display, which only follow French penetration in general, with a strategy identical to fashion. The Coty strategy is completely different and much smarter, he starts by creating a clientele, and then he gives them what they ask for or what they require.
First, Coty has a "nose", a prodigious nose, certainly one of the greatest noses of his time. He's also someone who has an infallible flair to know what kind of taste society is evolving to: the taste he follows and the taste that he can also evoke through his creations. Besides, he has a genius in how to conduct his business. Maybe not always very recommendable.
That is what his competitors said, that is what his victims said, but we must recognise that the results were fabulous.
There is a Coty strategy, there is a Coty genius in industrialisation.
There is a fabulous Coty strategy, nationally and especially internationally.
For example; when Coty wants to penetrate the US market, which is essentially a beauty market, with a difficult clientele that has already had great difficulty accepting makeup. At that time, Americans are more in creams from figureheads like Helena Rubinstein, Elisabeth Arden, nature, sport… Coty knows very well that if he touches America with his perfumes directly, this in mind, he will not. So with a lot of intelligence he makes a powder, a powder scented with his perfume Origan. This powder will please Americans with this completely new scent, and will grow their curiosity until they want to know what the fragrance contained in the powder is. This is how Coty attacks the American market and penetrates it. This is unlike its competitors who settle in New York or elsewhere, in a building like Pinaud, for example, where French perfumes are display, which only follow French penetration in general, with a strategy identical to fashion. The Coty strategy is completely different and much smarter, he starts by creating a clientele, and then he gives them what they ask for or what they require.
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