Exclusive: Coty's Bold New Fragrance Move

Reinvention has always been the key to success in beauty - a fact no one knows better than Coty Inc. chief executive officer Sue Nabi. So how better to celebrate the company's 120th anniversary than with a bold new fragrance brand that upends the classic codes of perfumery while at the same time providing entrée for the company into the key ultra-niche sector.

Called Infiniment Coty Paris, the line will launch with 14 scents on its own direct-to-consumer platform and a pop-up in Paris. A New York boutique is planned for later in the year. Nabi began ideating the brand with partner Nicolas Vu even before she joined Coty, and this week, WWD’s European beauty editor Jennifer Weil got the full scoop.

A primary goal of Nabi and Vu was to create a new olfactive approach for perfumery and their timing seems spot on. People today need a reason to purchase, and increasingly, as Noor Lobad reports, the #NoSpend 2024 movement is gaining steam as consumers rail against TikTok driven overconsumption.

Click through for complete coverage, and pleasecheck outthe latest speakers at WWD’s upcoming Los Angeles Beauty forum on April 16. — Jenny B. Fine, executive editor, beauty, WWD + Beauty Inc.