Expanding the Concept of Beauty

Beauty brand Coty recently purchased the beauty division of Proctor & Gamble, and it has a new brand identity based on the strapline, “to celebrate and liberate the diversity of beauty.” The new system was created by the design agency Workroom.



From a Transform magazine article: “Coty's new visual identity uses illustrations of butterflies in different shapes, textures and colours across the brand, conveying in a clear, creative and aesthetic manner the message of diversity. The unlimited colour palette was a conscious choice for Workroom. 'What we noticed when we did our research in the marketplace, was that almost all of the beauty brands are black and white. Chanel, L'Oréal, Estee Lauder, all of them. We made a decision early on, after we had defined the purpose, that if we try to represent diversity, it's not going to be with one colour,” says [Brigid] McMullen [managing director of Workroom].

The image of the butterfly is the eye-catching and versatile visual in the identity. The animals are painted with beauty products or composed of mirrored flowers or other repurposed imagery. Each butterfly is created to correspond with a different model or situation, demonstrating the concept of diversity.

Coty now owns such diverse beauty and fashion brands as Cover Girl, Calvin Klein, Clairol, Max Factor, Gucci, Adidas, Tiffany & Co., Marc Jacobs, Sassoon, and Rimmel.


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