By late 2014, the fragrance, make-up and skin care player with net revenues of $4.6 billion had confirmed a binding offer to acquire Bourjois cosmetics from Paris-based fashion house Chanel.
With the acquisition now completed, Bourjois joins a portfolio of well-known fragrances, colour cosmetics and skin & body care products in over 130 countries and territories, including the Chloe, Marc Jacobs, OPI, Rimmel and Sally Hansen brands.
Bourjois’ current portfolio includes a comprehensive range of luxury colour cosmetic products sold in retail channels in 50 countries worldwide, particularly in Western Europe, the Middle East and Asia-Pacific.
Bourjois is the right fit for Coty
Bourjois was founded in 1863 by French actor Joseph-Albert Ponsin, who originally developed the line for his fellow actors.
During the 1920s, the brand was adapted to the growing sense of independence and liberation that European women were experiencing a the time, and has since been developed into a multi-million Euro business that showcases perfumes, gift boxes and a full range of colour cosmetic products.
In more recent years, the company has been propelled by its Rouge Edition Velvet Lipstick, which has become a must-have for many women shopping in the premium retail channels.
“Bourjois’ brands are highly complementary to Coty’s existing color cosmetics portfolio,” says Bart Brecht, chairman and interim CEO of Coty.
“Additionally, the company’s strong heritage, quality image and leadership positions in a number of Western European countries where Coty is seeking to bolster its presence, provide a great opportunity for Coty to further strengthen its leadership position in the large and growing color cosmetics category.”
Coty restructures
In the summer of 2014, Coty announced that it had restructured its organization to provide better focus on the market segments it serves, optimize its global markets presence, and to build on the brands in its portfolio.
The re-structure includes changes in the company’s stand-alone Prestige and Beauty divisions to a more integrated model built around categories and regions while maintaining prestige and mass differentiation.