Considers the creation of one of the beauty of the world's largest fragrance company and Bernd Beetz, appointed CEO of Coty Inc in 2001. The case begins with the creation of the new Russian subsidiary of the global financial crisis, and examines how almost new company was set up in previous years. In 1990, a German consumer products company Benkiser started to get the fragrance and cosmetics brands to promote the beauty industry. These are long-standing, but a relatively small American company Coty fragrance. In 1996, in the beauty business has been allocated under the name Coty. When Beetz has been hired as chief executive, it is still a fragmented collection of recently acquired brands. The case describes how Beetz re-ignited dormant business celebrity fragrance with the successful launch of a new line of Jennifer Lopez fragrance. Creating a new business culture based on the principles of "faster, further, freer," Coty hired longtime leaders of other firms and released them business opportunities, refreshing brands that were spotted in the global mass color cosmetics brand. Acquisition in 2005 Calvin Klein from Unilever and update it catapulted Coty to position the largest fragrance company in the world. case provides an opportunity to study the business, cultural, and organizational factors that allow the acquired brands and the staff who will re-activate and formed into a dynamic new global business. he asks, cultural and other factors in the rapid growth could support the company as it seeks to increase much further in the top five beauty companies. "Hide
by Jeffrey J. Jones, David Kiron Source: Harvard Business School 29 pages. Publication Date: June 26, 2008. Prod. #: 808133-PDF-ENG
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