And Coty will thrive in this world, with brands such as Kylie Beauty and KKW, which dominate the social media space thanks to their creators Kylie Jenner and Kim Kardashian West. Mariani says the sisters understand the importance of creating a lot of diverse content to build brand awareness—and it's paying off. Together with the "drop" model and community building, Kylie's Grinch collection sold out in 20 minutes and its Rose Bath Collection generated sales of $1 million in one day.
Still, there is room for improvement, Mariani said Coty will team up with Amazon and Asos to become more of a global shopping destination. Of course, in the digital world, change is constant. What works today, may not tomorrow.
“When you operate a digital transformation, two or three things are really important,” Mariani told WWD. “It’s about agility, adaptability — because we live in a changing world, and test and learn.”