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Adidas renews beauty license with Coty ahead of China entry

Coty Inc. announced that it has renewed its long-term license agreement with Adidas, as the German sportswear giant looks to take its Active Skin and Mind range to China.

SEE ALSO: Adidas Q2 sales flat on last year, Greater China up 16 percent

The beauty giant’s renew partnership will continue to focus on manufacturing beauty and fragrance products for the activewear brand that merge personal care, wellness and sports lifestyle.

This includes “pioneering research and innovation into areas such as the impact of fragrance on sports performance,” according to a statement from New York-based Coty.

The terms of the extended licensing deal have not been disclosed.

The upclose, the deal extends Adidas’ Active Skin and Mind range – deodorants and shower products that work together as an active support system, which first launched in September 2022.

The products contain a complex of glycerol and hyaluronic acid that aids rapid skin moisture recovery and increase the skin hydration level, while protecting it from dryness.

Active Skin and Mind shower gels use sulfate-free and clean formulas, suitable for those with sensitive skin types. The vegan shower gel formulas are 98 percent biodegradable, packed in 100 percent recycled material and refillable, while the packaging for the roll-on deodorants is made with 25 percent recycled glass and 98 percent recycled plastic caps.

“I am delighted we have signed a new agreement in our long-standing partnership with Adidas, the global premium sports brand,” said Sue Nabi, Coty CEO.

“Adidas is perfectly positioned to capitalize on the new well-being and athleisure trend in beauty amongst today’s consumers. In recent months, we have successfully elevated the body care equity of adidas, moving into products that are focused on enhancing sports and skin care credibility.”

Building on the successful launch of the Active Skin and Mind Range in Europe, Coty and Adidas said the pair look to drive growth of the brand in China, as they look to capture the attention of Chinese consumers through a digital strategy led by livestreaming on Douyin.

In doing so, Adidas has also forged a partnership with Su Yiming, the Chinese gold medallist in snowboarding, as an ambassador for the Active Skin and Mind range. The company said Yiming understands the demands on the skin of an active lifestyle in the extreme cold, making him an ideal choice.

“With the launch of the Adidas Active Skin and Mind range, we are positioning Adidas as a leading premium body care line with superior ingredients and sustainable packaging,” added Nobi.

“Consumers have responded very positively to the launch, and we look forward to building on this progress with an exciting pipeline of further innovations and lines as we drive growth in new and existing markets in the future.”