The Times Leader from Wilkes-Barre, Pennsylvania • 23

1 TIMES LEADER www.timesleader.com OUR LI MONDAY, NOVEMBER 8, 2004 PAGE 5C Coty marks 100 years, taking time to smell success purchased by Joh. A. Benckiser, a German specialty chemicals manufacturer, bringing Lancaster, Davidoff, Jil Sander, Margaret Astor, Adidas and JoopI all under the. same Coty umbrella. Toward the end of the decade, Coty introduced aromatherapy to the masses with the Healing Garden collection and addressed a more diverse, sense of beauty with Isabella Rossellini's Manifesto perfume.

1970s. Lancaster, a company that would become part of Coty in 1991, introduced the Selective sun-care line and Lancaster Suractif anti-aging collection, which used Retinol in cosmetics for the first time. 1980s. Coty rolled out Stetson in 1981 and Lady Stetson in 1986. 1990s, Licensing became an accepted method of brand extension, and in 1992 Coty was Mis a ID Francois Coty's focus on "accessible glamour" and the arrival of Coty in the United States.

New fragrances Emeraude and L'Aimant. remain on the market today. 1930s. Francois Coty died in 1934 but the company's commitment to technical progress allowed for an expansion in production. The following year, Coty Air Spun Powder, which was supposed to give ordinary women the matte skin of silver screen stars, arrived in stores.

In 1939, Coty joined the New York Stock Exchange. 1940s. The Coty American Fashion Critics Awards were established in New York to help the fledgling American fashion industry and the Coty name gain recognition and prominence. 1950s. With many women opting not to give up the jobs they began during World War JJ, they suddenly had more discretionary income to spend on products such as Coty 24, a long-lasting lipstick.

1960s. Jovan, a fragrance with a heady musk scent, signaled an emerging category of "sexy" perfumes, while cosmetics played off the explosion of color seen on fashions by Mary Quant and Emilio Pucci. sumer realized this was a little piece of Jennifer Lopez they could take for themselves. Mark Jacobs is the same way," Scannavini says. Here's a look back at Coty and its place in the beauty world over the last 100 years: 1900s.

Art Nouveau along with an ever-increasing notion of luxury fueled the creation of the new cosmetics industry, and Francois Coty is considered to be one of its forefathers. His first fragrance, La Rose Jacqueminot, was launched in a Baccarat bottle, and Coty said it was is goal to improve the quality of women's lives and self-esteem by making them feel beautiful. Coty also opened a shop at 33 Place Vendome in Paris and commissioned jeweler Rene Lalique to design the fragrance flacons that would be sold there. 1910s. During a decade marked by increasing liberation of women, social unrest and technological advancement, Coty created Terfume City" in a Parisian suburb that catered to female workers, even offering day care.

The company introduced two products, face powders and a synthetic fragrance, Chypre, that grew to become important parts of the business. 1920s. Coty did not see the economic downturn that ended the decade, partially thanks to ut 5:30 a.m. Weekdays 5:30 a.m. Noon Saturday By SAMANTHA CRITCHELL AP Fashion Editor NEW YORK Coty, the cosmetics and fragrance giant, celebrates its centennial with several high-profile fragrance launches, but CEO Bernd Beetz says the success of new products is all built on the ideas and ideals that Francois Coty had 100 years ago.

It was Francois Coty's vision to bring beauty to the lives of all. He knew that the big picture of someone's life could be changed with the self-confidence that could come with one very small bottle or tube, Beetz Francois Coty also had good business sense, Beetz notes, understanding from the very beginning that it was important to be a leader, spotting a potential Zeitgeist before it happens. He says that principle continues to guide the company, pointing to a new partnership with Baby Phat designer Kimora Lee Simmons, which comes on the heels of new launches from Jennifer Lopez, Celine Dion, Marc Jacobs and Kenneth Cole. But that doesn't mean Coty rushes into things, either. "I give everything the 'eternity I ask, 'Can it hold up for the next 20 to 30 years?" says Beetz.

Tm right most of the time." Simmons, for example, was a very strategic choice. "Kimora is a unique creative talent. She's entrenched in hip-hop and fashion, she's a successful woman. That's what attracted us," explains Eric Thoreux, president of Coty Beauty Americas. Yet, the first fragrance probably won't hit the market until fall 2005, as the company searches for the right scents or, as fragrance insiders say, juices that will appeal to people of all ages and backgrounds, Beetz says.

Td never underestimate the juice. Image is important and you can die with a good juice, but you can't succeed with a bad juice," he adds. Stetson is one' of Coty's brands that had strong products but its image needed to be updated. Instead of abandoning it, the company named Texas-born actor Matthew McConaughey as the new face of Stetson. The company says both the fragrance and McConaughey represented "the modern cowboy." Celebrities are particularly helpful in reaching a broad audience because they convey an immediate image to consumers, Beetz says.

His colleague, Michele Scannavini agrees: "Young people use celebrities, especially in the music world, as a point of reference for their lifestyles. Entertainment affects the way they (young people) look and 'the way they live." To some, Lopez is a fashionable star, but to teenagers, she's also a role model, says Scannavini, president, president of the Coty division, Lancaster Group Worldwide. When it came to working with Lopez, it was a conscious decision to launch Still, fashioned after her more glamorous movie-star image, before J.Lo Glow, which is a little edgier and trendy. Glow might create more buzz; Still likely will have a longer life. Beetz, Scannavini and Thoreux all say the celebrity or fashion designer offers their personal input on the product instead of simply selling their name.

"Just putting a name on a bottle or jar is not enough. The product has to clearly mirror in a very straight way, the personality of the character we are portraying. For Jennifer Lopez's fragrances, she has been involved since the beginning and she's the reason of the big success. The con- 7T7 www.wick Ainr Ncthinir Like "i arrt.com November 7th This Performance is Co-promoted by F.M. Kirby Center, Cross Country Concerts, F.M.

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