HOW COTY CONNECTS CONTENT ACROSS 40 GLOBAL BEAUTY BRANDS
From prestige fragrances to everyday cosmetics, Coty uses Orange Logic to connect more than 300,000 digital assets with product information, creative workflows, and global retail distribution.
A new Hugo Boss fragrance makes its debut. A CoverGirl campaign introduces a product to a new generation of beauty consumers. A Rimmel collection arrives in stores, on e-commerce sites, and across social channels.
Each launch requires coordination across creative teams, regional marketers, agencies, and retail partners. Product photography, campaign videos, and marketing materials must reach the right people and channels, often in multiple languages and formats, while preserving each brand's identity.
Coty, one of the world's largest beauty companies, manages that complexity across 40 brands and 120 markets. Its portfolio spans prestige fragrances, including Hugo Boss, Burberry, and Calvin Klein, and consumer beauty brands such as CoverGirl, Rimmel, and Max Factor. Each has its own audience, creative direction, and commercial priorities.
As Coty invests in major product launches and digital commerce, the ability to deliver compelling, accurate content across channels becomes increasingly important. A fragrance campaign might require different imagery for a department store, an e-commerce listing, a regional advertisement, and a brand website. Every asset must be connected to the correct product, approved for its intended market, and available when teams need it.
Coty's content applications team, led by Alex Hoekstra, Director of Content Applications, oversees the systems behind that operation, including more than 300,000 digital assets. Its previous technology environment, however, was making it difficult for teams to find, manage, and distribute content at the pace the business required.
Coty selected Orange Logic to replace Adobe Experience Manager (AEM) and establish a connected foundation for managing creative assets, product information, and global content distribution.
"When you're managing more than 300,000 digital assets across 40 brands and 120 markets, every brand needs the right content, connected to the right products and available in the right markets. We needed a DAM that could support the complexity of our global business without making everyday work more complicated."
Alex Hoekstra, Director of Content Applications
Beauty is a highly visual business. Before consumers experience a fragrance or try a cosmetic product, the imagery surrounding it has already shaped their expectations. Product photography communicates color and finish. Campaign imagery establishes identity and aspiration. Video helps demonstrate how products look and perform.
Coty's previous content environment, built around Adobe AEM alongside Box, SharePoint, and WeTransfer, made those assets unnecessarily difficult to use.
Employees struggled to find files, download them, or determine which markets they were approved for. Some bypassed the DAM entirely, turning to SharePoint and other tools, creating further fragmentation and reducing visibility into how content was being managed.
A regional team needs confidence that campaign imagery is approved for its market. An e-commerce partner needs product images that match the items it sells. Creative teams must understand which assets are current, which can be adapted, and which carry usage restrictions. Mistakes can mean delayed launches, inconsistent brand experiences, or unauthorized use of licensed content.
Coty faced several interconnected challenges:
As Coty pursued faster, more frequent, and increasingly localized content production, it needed a content environment that could keep pace with its brands and the people supporting them.
"The world has shifted toward a digital-first mentality when it comes to product content, and AI is making that even more important. Brands are becoming much more intentional about the digital experience they create. If you're not thinking digital-first with your product content, you're falling behind."
Pete Smith, Salsify
Coty evaluated enterprise content management platforms for scalability, usability, and integration flexibility. Orange Logic stood out by demonstrating how the platform could accommodate Coty's workflows and connect with its existing applications.
The company implemented Orange Logic as its central DAM, bringing together the people, content, and systems involved in global brand operations.
Orange Logic provides a shared environment for managing Coty's library of creative and product assets. Brand-specific organization, metadata, and configurable publishing stages help teams distinguish work in progress from approved content and identify assets relevant to their markets.
External agencies can contribute through controlled upload workflows, reducing reliance on disconnected file-sharing tools. Global teams gain a more consistent way to organize content while accommodating the requirements of different brands and regions.
Product information and creative content need to work together wherever consumers shop. Someone comparing lipstick shades online needs accurate imagery alongside the correct product details. A retailer launching a fragrance needs approved campaign assets associated with the right product and market.
Orange Logic integrates with Salsify, Coty's product information management platform, through implementation partner Avyre. The connection brings product data and digital assets together within Coty's broader retail and e-commerce content ecosystem.
"You can have a great PIM and a great DAM, but when you connect them, that's when you really increase their value. Having that integration between systems, rather than keeping them siloed, gives you a much stronger grasp on your single source of truth, where information is coming from, and the governance around it. That's becoming more and more critical."
Shelby King, Avyre
Integrations with Brand Thinking and Contentstack also support creative adaptation and delivery to brand websites. Coty can manage the relationship between product content and creative assets as they move through the systems responsible for bringing campaigns to market.
Coty's brands operate across markets with different languages, audiences, and campaign requirements. Its DAM must accommodate those differences while remaining manageable for the teams responsible for it.
Orange Logic allows Coty to configure metadata, brand hierarchies, and publishing workflows around its own processes. Connections with creative adaptation tools support the movement of content between systems as teams prepare assets for different uses.
The ability to make changes without extensive technical involvement has been particularly valuable.
"One of the biggest differences between our previous DAM and Orange Logic is the control we have over our platform. With AEM, changes required technical involvement and could take weeks. With Orange Logic, we can configure the system around how our teams work. That flexibility matters when you're supporting 40 brands across global markets, because our requirements are constantly evolving."
Alex Hoekstra, Director of Content Applications
Orange Logic now serves as Coty's central DAM, connected to the applications responsible for product information, creative adaptation, and content delivery. Within six months of launch, early platform reporting indicated approximately 2,000 monthly active users, demonstrating meaningful adoption across the organization.
Regional marketers can work from a shared content environment with information about intended usage. Product and e-commerce teams benefit from closer connections between product data and imagery. Agencies and creative teams have more structured ways to contribute and adapt content.
Coty's content applications team also has greater control over the platform, with the flexibility to adjust configurations and pursue integrations without the same constraints imposed by its previous system.
These capabilities support the company's broader priorities. Major product launches, brand-building campaigns, and digital commerce all depend on delivering compelling, accurate content wherever consumers discover and purchase beauty products.
The assets Coty invests in creating can be more readily accessed, managed, and connected to the products and channels where they have value.
"With Orange Logic, we're moving away from disconnected systems toward a more integrated way of managing content across Coty. We can connect our DAM with product information and creative workflows, and we have much more flexibility to adapt the platform as our needs change. It's giving us a stronger foundation for supporting our brands and the teams that bring them to market."
Alex Hoekstra, Director of Content Applications
Artificial intelligence is changing how beauty brands create, adapt, and distribute marketing content. Coty is already exploring these opportunities, including its announced partnership with Pencil to expand generative AI content creation across its Consumer Beauty business.
As AI enables teams to produce more content variations, brands need reliable ways to organize those assets, understand how they were created, and determine where they can be used.
Coty has introduced mandatory metadata within Orange Logic to identify whether content was created using AI, enhanced with AI, or produced without AI involvement. The classification is incorporated into the publishing workflow, establishing greater visibility into AI-assisted content.
The platform also gives Coty more flexibility to connect emerging technologies as its content requirements evolve.
"Our old DAM made it very difficult to introduce new technologies or connect the systems we needed. With Orange Logic, we can finally integrate new platforms and explore opportunities like AI that simply weren't possible before. We're creating a more flexible foundation that can evolve alongside Coty's business."
Alex Hoekstra, Director of Content Applications
Coty's brands are built through years of product innovation, creative development, marketing investment, and consumer relationships. Every campaign, product launch, and piece of creative content contributes to how those brands are recognized and experienced around the world.
The value of that investment depends on whether teams can find the content, connect it to the right products, adapt it for different markets, and deliver it wherever consumers encounter the brand.
By connecting creative assets with product information and global workflows, Orange Logic gives Coty a more flexible foundation for supporting its brands and adapting as the business evolves.
"My advice to anyone evaluating a new DAM is to start with your business use cases and the people who will actually use the platform. Understand what teams need to accomplish, where they're struggling, and how the technology fits into your broader content ecosystem. For Coty, putting users first and choosing a platform we could configure and integrate were essential."
Alex Hoekstra, Director of Content Applications
For Coty, that means helping the people behind its brands spend less time navigating disconnected systems and more time getting the right creative content into the world.