Ms. Shin Lee
REGIONAL MARKETING MANAGER, CONSUMER BEAUTY COTY South East Asia
Beauty consumers are increasingly looking for brands that do not just sell products, but also stand for something. This allows them to connect emotionally or even better, be part of the movement.
We should expect to see more marketing campaigns focusing on brand purpose and story. You x Max Factor is an example of that, where we put the spotlight on a generation of inspiring women who have emerged stronger through their life experiences. We want to celebrate their beauty with depth, which is an empowering message to women who face unrealistic expectation of flawlessness every day.
This year, COTY South East Asia has expanded to more than 100 doors in the region, as well as successfully launching Max Factor in Singapore, Malaysia, and Thailand.