Coty (COTY) investor relations material

Leadership transformation and strategic framework

• Division shifted from fragmented leadership to an integrated model under a single president, driving simplicity and agility in decision-making since late 2025.

• Leadership team now combines brand and innovation roles to align innovation with core portfolio goals.

• New operating model includes creation of innovation and advocacy hubs in the U.S. and EU to manage brands and product development more efficiently.

• Lean, high-performing operating model and a culture rewarding risk-taking and creativity.

Brand portfolio and market focus

• Portfolio includes COVERGIRL and Sally Hansen in the U.S., and Rimmel, Max Factor, and Bourjois in Europe, with COVERGIRL as the flagship.

• Brand strategies are tailored to target core consumer segments, with COVERGIRL and Max Factor focusing on Gen X, who hold over 70% of global beauty purchasing power.

• Each brand is being repositioned to sharpen relevance and visual identity, with specific equity agendas for different markets.

• Emphasis on culturally relevant brands with clear positioning and targeted customer segments.

Innovation and product strategy

• Innovation is now curated and focused, reducing SKU intensity in seasonal launches and ensuring new products support core franchises.

• Product development emphasizes accessibility, speed to market, and addressing real consumer needs, with a new center of excellence for innovation.

• Featured launches include CoverGirl TruBlend Skin Enhancer and Simply Ageless Foundation with hyaluronic complex and SPF 28.

• Sally Hansen Insta-Dri and Rimmel Oh My Glossi Butter Me Up Balm showcased as part of the product portfolio.

• Focus on products that address consumer needs at attractive price points.