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Coty snaps up digital marketing business Beamly ahead of P&G beauty acquisition

Cosmetics giant Coty has acquired digital marketing firm Beamly to bolster its in-house content and analytics capabilities as it prepares to close the $15bn acquisition of Procter & Gamble's (P&G) beauty brands.

The Rimmel owner said that the deal will allow Coty to step up digital engagement and accelerate the growth of its e-commerce businesses.

“The acquisition of Beamly will address the accelerating consumer shift in time spent from traditional media to real time digital and social media channels,” said Camillo Pane, executive vice president, category development. “Jason and his team have proven capabilities and a proprietary platform that successfully targets and engages Millennial consumers. Further, Beamly will help us to accelerate the growth of our e-commerce business, and be a positive contributor as Coty advances toward becoming a highly focused, pure-play leader and challenger in beauty.”

Beamly will continue to expand campaigns across non-Coty clients and be led by chief executive Jason Forbes, and will be supervised by Pane on behalf of Coty. Terms of the transaction were not disclosed.

The deal with P&G hands Coty control of the company's global salon professional hair care and colour, retail hair colour, cosmetics and fine fragrance businesses, and certain hair styling brands. Sebastian Professional, Sassoon Professional, Natural Instincts and Nice & Easy are also included.

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