Marking Coty’s fourth CEO appointment in less than four years, current chairman Peter Harf will lead the firm’s newly created executive committee, which also includes Coty’s CFO and Gordon von Bretten, announced on 28 May as Coty’s first-ever chief transformation officer. Von Bretten joins Coty from investment firm KKR, which is buying Coty’s professional beauty and retail hair-care businesses.

In its third-quarter earnings call, Coty leadership discussed promising “green shoots” and the firm’s highly focused strategic priorities in the shadow of the COVID-19 pandemic.

Leadership assured analysts on 6 November that Coty's Professional Beauty and Brazilian businesses are strong performers of high interest to potential acquirers, unlike Younique. Coty recently sold its majority stake in the social selling company back to its founders at a price that raised eyebrows.

Historically, Coty has been too dependent on promotion versus advertising and shy about taking pricing – but no longer, says CEO Pierre Laubies. Along with strategic innovation and portfolio optimization, stronger advertising behind leading brands is key to re-energizing the firm’s Consumer Beauty business, the exec said, noting, “Our consumers need to be reminded permanently of the strength of our brands.”