How do you celebrate the diversity of beauty in a world that so often narrows its definition? For Coty, it began with a butterfly, a symbol of transformation that inspired a bold rebrand, uniting innovation, heritage and individuality.

Agency: Workroom

Awards:
2017 GDUSA American Graphic Design Awards best brand identity
2018 REBRAND100: Best.

Liberating Beauty

When Coty merged with P&G’s beauty division, the challenge was clear: how do you unite two legacies and create a brand for the future of beauty? The answer wasn’t just about a new identity. It was about embracing diversity as the heart of Coty’s purpose, celebrating transformation and individuality through the universal symbol of the butterfly.

A Purpose to Celebrate Diversity

For years, the beauty industry followed narrow definitions of beauty. Coty set out to break that mould, building its brand around the purpose: “To celebrate and liberate the diversity of beauty.” This idea didn’t just drive external communications; it reshaped Coty’s culture, inspiring new ways of thinking and working.

Butterflies and a Bespoke Design Language

The butterfly became the perfect symbol for transformation, diversity and beauty. Each butterfly in Coty’s identity was crafted from the raw materials used in its iconic brands, like the vibrant pigments of Rimmel and the rich textures of Wella. These intricate designs celebrated Coty’s expertise in fragrance, cosmetics and hair care, while reflecting the individuality of beauty around the world.

Coty’s bespoke design system elevated the butterfly concept into a rich visual identity. Coty Sans, a custom-designed typeface, mirrored the symmetry of butterfly wings, creating a distinctive signature for the brand. Patterns and textures inspired by butterfly wings added depth and flexibility, forming a unique aesthetic that could evolve across platforms. Each butterfly was paired with an individual, showcasing beauty’s many faces and stories.

Uniting a Global Beauty Brand

The rebrand launched in over 130 countries, bringing Coty’s purpose to life on a global scale. Internally, branded environments and communications aligned teams behind a shared vision. Externally, Coty’s bold identity set a new standard for inclusivity and creativity, positioning the brand as a leader in celebrating the diversity of beauty worldwide.