The dynamic butterfly identity, with interchangeable elements, is distinctive yet flexible enough to signal diversity across all Coty’s brand collateral. The butterflies symbolise liberating the diversity of beauty. Each one represents a Coty specialism, including fragrance, hair care, colour cosmetics, body care, and skin care. Butterfly wings are crafted from the raw materials used in Coty's iconic brands such as Cover Girl, OPI, Wella, and Rimmel. Butterflies also celebrate Coty’s affinity to globally diverse beauty.

Butterfly wings are crafted from the raw materials used in Coty's iconic brands such as Cover Girl, OPI, Wella, and Rimmel. The lockup and strapline ‘Beauty, Liberated’ use specially cut and bespoke designed font Coty Sans. Our starting point for the font was a curvy Y – a visual reference to mirror the butterfly symmetry in the new identity. We then worked special curves back across all letterforms, and it expresses elegance and style whilst conveying clarity and legibility. Around 35,000 branded items proudly displaying the new logo were produced and distributed at launch, and nearly all of these communications are still in use today.

When Francois Coty started his fragrance business in 1904, he dared to revolutionise an industry. This led him to disrupt a market and inspire a whole new era of accessible beauty. After more than 100 years in business, today’s new Coty continues to draw on this creative, entrepreneurial and visionary legacy, maintaining that spirit of consumer-focused change. That’s the power behind the new Coty, and the power behind its brand-led collateral.