Believes that the creation of the world’s largest fragrance and beauty company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. The case begins with the creation of a new Russian subsidiary during the global financial crisis, and examines how a nearly new company was created in recent years. In 1990, the German consumer goods company began acquiring Benkiser fragrance and cosmetics brands with the intention of developing a beauty industry. These included the lon … Read more »

Believes that the creation of the world’s largest fragrance and beauty company by Bernd Beetz, appointed chief executive of Coty Inc. in 2001. The case begins with the creation of a new Russian subsidiary during the global financial crisis, and examines how a nearly new company was created in recent years. In 1990, the German consumer goods company began acquiring Benkiser fragrance and cosmetics brands with the intention of developing a beauty industry. These included the long-established, but relatively small U.S. company Coty fragrance. In 1996, the beauty industry has been spun under the name Coty. If Beetz was hired as chief executive, it was still a fragmented collection of recently acquired brands. The case describes how Beetz rekindled the dormant celebrity fragrance business with the successful introduction of a new Jennifer Lopez fragrance line. Design of a new corporate culture based on the principles of “faster, further, freer,” Coty hired long-time executives from other companies and freed their entrepreneurial skills, refreshing brands, which had been ground to a global color cosmetics brand tarnished. In 2005, the acquisition of Calvin Klein from Unilever and its renewal, Coty catapulted into the position of the world’s largest fragrance company. The case provides the opportunity, entrepreneurial, cultural and organizational factors, the acquired brands and employees are revived and shaped into a dynamic new global business permit to investigate. It asks whether the cultural and other factors can be maintained behind his rapid growth of the company, as it seeks growth much further than one of the top five beauty.
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from
Geoffrey G. Jones,
David Kiron
Source: Harvard Business School
30 pages.
Release Date: 26 June 2008. Prod #: 808133-PDF-ENG
Bernd Beetz: Creating the New Coty HBR case solution