180 Partners with COTY Brands Davidoff, JOOP! Fragrances and Escada Fragrances

180, the award winning creative network, is partnering with COTY, one of the world's largest beauty companies with an iconic portfolio of brands to develop social media strategy, advertising and content factories for Davidoff, JOOP! Fragrances and Escada Fragrances.

180, whose LUXE Unit will lead this engagement, has in recent years grown its stable of premium & luxury clients to over a dozen, from luxury, fashion, to beauty. The business will be handled between 180’s teams in their global hub in Amsterdam, and in Paris and be made up of digital creatives, creative strategists and digital producers.

180’s remit will focus on how COTY’s brands can build more digital-first ecosystems - reflecting the changing nature of premium & beauty brand building and the shift towards content that serves, fuels and inspires more niche communities and passion-points of targeted audiences.

Arthur Poulain, digital and media manager, COTY, commented, “The team at 180 LUXE have managed to bring a new perspective to what we used to do. They have helped us to reignite beautiful and historical brands with a new digital-first approach. From content production to social media strategy, they manage to combine our rich olfactive legacy with a new engaging edginess daily. Their understanding of luxury, social media mechanics and brand building is an asset to sustain the continuous growth of the three iconic fragrance brands.”

Laurent François, managing partner at 180 LUXE said, “COTY’s approach to beauty is at the forefront of what more and more communities expect from a cultural standpoint: a fluid and inclusive definition and exploration of feeling beautiful that inspires through meaningful content and digital experience. We’re delighted to support Coty’s team in their vision and help build & grow engaged communities for these wonderful brands across key markets”.