Reaching younger consumers is a priority. Coty is investing in Gen Z-friendly formats such as mists and sprays, with products including Adidas Vibes and Calvin Klein mists, then pen sprays arriving in 2026. Sales of value-based, layer-friendly products like body and hair mists surged 94 per cent and 32 per cent, respectively, in 2024, according to data from market research firm Circana. The research company predicts that affordable formats with mood-boosting or functional benefits will become essential amid economic uncertainty for younger consumers.

— Read more in Inside Coty’s multi-pronged fragrance strategy at Vogue Business.