Coty Inc. is ready to reveal the next chapters for four of its key mass-market logos — Cover Girl, Rimmel London, Sally Hansen and Clairol.
In fact, Coty is the sponsor of the ever-changing retail concept called Story as it unveils its first beauty installation. The company hopes ideas floated at the temporary space will spin off to retail doors.
“Beauty Story” opened on the Tenth Avenue site Sept. 7 and will run through Oct. 15. It is the 35th retail interpretation at Story, the brainchild of Rachel Shechtman, who merchandises the 2,000-square-foot space as an ever-changing destination for big and small companies to present their wares in a gallery-inspired format. In an interesting twist, Coty’s products are not for sale, rather they are there to be discovered. An array of other items such as Byredo, Diptyque, Indie Lee, One Two Lash, Patchology and Vintner’s Daughter are available for sale.
For Coty, the space yields a chance to give consumers — especially the throngs attending New York Fashion Week in nearby venues — a glimpse of how the company is being reworked since it assumed ownership of 41 former Procter & Gamble brands. Not only did Coty have to assimilate the brands,