BEAUTY REPORT: COTY
Gucci makeup enters global TR with disruptive campaign
Txema Marquiegui, Senior Vice President Global Travel Retail, Coty tells Charlotte Turner that the firm’s new blockbuster launches for 2019 – including Gucci makeup – will not only disrupt the passenger journey, but also help to boost traveller-to-shopper conversion rates with the help of over 800 fully trained beauty ambassadors.
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n a globally coordinated strike, Coty launched its hotly anticipated Gucci lipsticks range in travel retail
locations in the US, Asia Pacific and Europe on 29 May, following a high profile launch at Saks in New York. The accompanying quirky advertising campaign, which aims to challenge traditional perceptions of beauty, started a social media movement in early May and continues to pick up momentum. While Gucci makeup is certainly an
exciting development for Coty, the company’s number one priority is to increase store penetration in travel retail, says Txema Marquiegui, Senior Vice President Global Travel Retail. He strongly believes that Coty’s army of highly trained and passionate brand ambassadors in addition to a plethora of exciting digital initiatives and social media campaigns will not only drive customers into stores, but convert more shoppers into buyers.
Having settled into your new role [as of January this year] can you now tell us what your key priorities are for Coty in travel
JUNE 2019
retail this year and beyond? The key priority is most certainly boosting the conversion rate in global travel retail. We need to convert travellers into shoppers, which means we have to start communicating with them before they travel. We do this through the use of KOLs and digital media so they consider buying before they come to the store; the idea is already in their head and as soon as they arrive at the store we then need to disrupt their journey. And when they get to the store, it
can’t be a supermarket experience. We need to deliver a moment; an exquisite moment. We are about selling luxury so everything has to be perfect. And we have over 800 fully trained beauty consultants who have to be able to ‘sell the dream’. However, we would like shoppers
to want to know more about the brand first and then the natural consequence is that they buy something. It’s more than the immediate transactional objective. And to do that we keep training our beauty consultants and we have a
great programme to do that digitally. In addition, we do have a lot of mystery shoppers too.
Tell us more about Coty’s digital initiatives that aim to drive store penetration levels? Three years ago, I would have said that digital development in travel retail was in its infancy. Probably in another three years, I will say the same thing. Having said that, I think it is amazing that we are now able to geo-locate our customers and send messages to them at the right moment when they are at
“We believe the Gucci makeup launch and the campaign are both going to be very disruptive, but this the only way to break through the noise of the travel retail environment and to be heard.”
Txema Marquiegui, Senior Vice President Global Travel Retail, Coty
TRBUSINESS 37
Above: The Gucci makeup campaign certainly makes a statement.
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