Coty to acquire digital marketing agency Beamly
NEW YORK — Coty on Monday announced that it would be acquiring Beamly, a digital marketing company focused on increasing audience size and engagement for consumer brands, particularly on social media. The acquisition will bolster Coty’s engagement capabilities on digital media and Beamly’s team will work with Coty’s in-house marketing group to do so.
“The acquisition of Beamly will address the accelerating consumer shift in time spent from traditional media to real time digital and social media channels,” Coty’s EVP category development Camillo Pane said. “ [Beamly CEO] Jason [Forbes] and his team have proven capabilities and a proprietary platform that successfully targets and engages millennial consumers. Further, Beamly will help us to accelerate the growth of our e-commerce business, and be a positive contributor as Coty advances toward becoming a highly focused, pure-play leader and challenger in beauty.”
Forbes will continue to lead Beamly under Pane’s supervision and Beamly’s New York team will join Coty at its New York office, with the marketing company’s London team keeping their current headquarters.
“We have seen our platform disrupt vertical CPC/CPV benchmarks by 9x,” Forbes said. “With Coty, we will enjoy the scale to accelerate product innovation, expanding across clients in a 'mobile first' marketplace.”
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SoCozy filling ‘white space’ in natural category
Cozy Friedman is all about filling needs. When she couldn’t find a salon to cater to kids, she opened her own. Then, when all of the hair care items available to her were loaded with chemicals, she once again took things into her own hands, launching a youth hair care assortment called SoCozy.
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“Before my line, parents were forced to choose between using baby shampoo, brands marketed for kids without specialized formulas or using their own adult brands on the children,” Friedman said.
Not only is SoCozy free of parabens, sulfates, phthalates, synthetic color and propylene glycol, the products also are free of gluten, wheat and nuts. “We have so many parents say [their kids] have allergies that we keep that in mind,” Friedman said.
The line gained quick acceptance in her salons, prompting the roll out of a retail collection. SoCozy has been added to shelves at Ricky’s and numerous Target locations. Christina Hennington, SVP of health and beauty for Target, noted, “Bringing this to Target helps further differentiate our hair care assortment while providing new natural product options for the entire family.”
There are three collections — Cinch, which is the basic cleaning and conditioning line; Behave, a styling assortment; and Boo!, a unique lice-repellant offering. Ian Ginsberg, president of C.O. Bigelow, was one of the first to add Friedman’s original products to his store and is equally excited about the repackaged collection. “It’s not a crowded space,” Ginsberg explained. “It fills a white space in our store, and Cozy has done it well.”