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Coty To Relaunch Covergirl, Introduce Kim Kardashian SKKN Line

The move frees up cash to invest in higher growth areas such as clean beauty.

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By: Tom Branna

Coty To Relaunch Covergirl, Introduce Kim Kardashian SKKN Line

In a move intended to revitalize Covergirl, parent company Coty is reducing the cosmetics brand's SKUs. At the same time, Coty is rolling out SKKN, Kim Kardashian's skin care line.

The move will enable Coty to invest in higher growth areas such as clean beauty. As part of the latest shift, Coty will narrow its Covergirl focus on eight sub-brands that account for about 70% of the brand’s sales. By moving away from lower-performing lines, brands that “no one remembers,” as CEO Sue Nabi said, it will allow Coty to invest in higher growth areas, including clean-beauty items.

Last month, Kardashian trademarked “SKKN by Kim.” The March 30 filing included a list for “various goods and services” such as nail and beauty products, tools and accessories, vitamin and supplements, candles, hair accessories and skin cosmetics.



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