Coty's marketing boss explains why 'purpose is key' to drugstore beauty brands remaining relevant

Mike Bryce, CMO of Colour Cosmetics at Coty, shares why Max Factor and Rimmel London have needed to find their purpose in order to thrive

Rimmel's new #IWillNotBeDeleted cyberbullying campaign

Mike Bryce

Coty-owned mass make-up brand Rimmel London launched its first purpose led marketing campaign in October.

In an effort to understand the level of cyber bullying, Rimmel commissioned a study that revealed one in four young women have experienced negative or abusive comments about their appearance on social media.

67% of those who were bullied said they lost confidence as a result and 46% of those who were targeted went on to self-harm.

As the colour cosmetics market continues to shift towards a more inclusive approach to beauty, what do brands need to do to connect with consumers today?

Here Mike Bryce, Chief Marketing Officer of Colour Cosmetics for Coty, discusses his rise to the top, his ambitions for a purpose-driven Coty, the future of marketing and the indie brand he has his eye on.

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