Coty Drives National Holiday Fragrance Volume and New-Buyer Acquisition Through a Multi-Retail, Performance-Led Activation

RESULTS AT A GLANCE

• 40M+ national activations across digital, mobile, print and in-store platforms

• 147,000+ fragrance units sold during the holiday period

• 85% of purchasers were new to Coty fragrance (52-week lookback)

• Strong year-over-year improvement in digital redemption rates

• Performance concentrated across top mass and drug retailers

CHALLENGE & INSIGHTS

CHALLENGE:

Coty needed to drive meaningful holiday fragrance sales in a highly competitive retail environment while reaching mobile-first shoppers across multiple retailers. The program had to balance scale with efficiency, support both gift sets and everyday fragrance, and deliver measurable performance without relying on a single channel. Key objectives included:

• Drive national holiday fragrance volume across multiple retailers

• Acquire new-to-brand fragrance buyers

• Reach mobile-first, deal-responsive shoppers

• Optimize performance across platforms in real time

KEY INSIGHTS:

• Mobile and digital coupon platforms are highly effective at driving fragrance conversion during peak holiday periods

• Multi-retailer execution reduces dependency on any single account while increasing total volume

• Performance improves when gift sets and regular goods are featured together

• Real-time optimization materially improves redemption and unit movement

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ACTIVATION STRATEGY & TACTICS

A multi-platform holiday activation ran across leading mass and drug retailers, combining digital coupons, retailer download-to-card offers, mobile engagement, print and in-store support. The program featured Coty fragrance gift sets and regular goods and was optimized continuously throughout the holiday season.

ACTIVATION STRATEGY:

• Multi-Retailer Execution

• Mobile-First Engagement

• Cross-Device Support

• Performance-Led Optimization

ACTIVATION ASSETS:

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RESULTS & IMPACT

• 147,000+ fragrance units sold across gift sets and regular goods

• 85% new-to-brand buyers, demonstrating effective acquisition

• Digital redemption rates increased significantly year over year

• Performance concentrated among top retailers, with mass and drug driving the majority of volume

• Add-to-cart and mobile-first executions delivered higher engagement and conversion

STRATEGIC TAKEAWAY

A performance-led, multi-platform retail strategy can drive both scale and efficiency during peak holiday periods. By combining mobile engagement, retailer-specific execution, and real-time optimization, Coty successfully increased fragrance volume while acquiring a large base of new buyers.

Let’s design a retail activation that drives national scale, new-buyer growth, and measurable performance. Contact Target Activation Today!