Coty launches global fragrance club

Coty has launched a global fragrance club to connect fragrance experts, educators, creators, and community leaders with its own fragrance teams. The initiative aims to boost the company’s fragrance performance, which currently lags behind the wider market momentum.

The Coty Fragrance Club was launched in Paris, bringing together experts from the UK, Europe, the US, and China. Participants explored the craftsmanship and creativity behind modern fragrance creation, engaging with perfumers such as Nathalie Lorson and Amandine Clerc-Marie.

Boosting Fragrance Sales

Coty’s fragrance sales have been underperforming, with Executive Chairman and Interim CEO Markus Strobel stating that the company is “not content” with its sell-out performance. The Coty Fragrance Club is part of the company’s efforts to close the gap between its fragrance performance and the wider market.

The club will continue through discussions, workshops, immersive experiences, and co-creation opportunities, covering topics such as consumer behavior, cultural trends, and fragrance innovation. Coty’s teams will meet with club members regularly to exchange views on fragrance culture and consumer engagement strategies.

Changing Consumer Attitudes

The initiative responds to rapidly changing consumer attitudes, with social platforms creating new communities around fragrances. Experts, educators, and creators now play a significant role in consumer discovery, with TikTok being the leading influence on fragrance purchases among Gen Z consumers.

Jean Holtzmann, Chief Brands Officer at Coty Prestige, said that the Coty Fragrance Club brings together different perspectives, creating a continuous dialogue around the future of the fragrance category.

Data from SoPost and UNiDAYS’ Sample Society community offers insights into Gen Z behavior, with 74% of UK Gen Z members willing to spend £100 or more on a single fragrance. Additionally, 87% of respondents wear fragrance daily, and 45% try a different brand every two to three months.

Consumers are also building wider fragrance wardrobes, with Lookfantastic reporting a 13% rise in fragrance set sales and a 71% increase in hair perfume sales year-on-year.

Coty’s Prestige Beauty Division

Coty’s Prestige beauty division, which includes luxury and designer fragrances such as Burberry, Hugo Boss, and Calvin Klein, generated $3.81 billion in revenue for Coty in the year to June 30, 2026. However, the division’s sales fell 4% on a like-for-like basis.

The company has announced plans to launch fragrances for Etro and Swarovski in 2027, despite losing the Gucci Beauty licence to L’Oréal next year. Coty will operate the Gucci Beauty brand until at least June 30, 2027, before handing over the licence.

Coty, founded in Paris in 1904, sells prestige and mass-market fragrance, color cosmetics, and skin and body care in over 120 countries.