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Coty launched its Fragrance Club in Paris on Oct. 15 as a global community bringing together fragrance experts, educators, creators and community leaders with Coty teams and perfumers. Members are expected to meet regularly for discussions, workshops and co-creation activities; the company has not disclosed the group’s size, schedule or specific outputs.
Coty launched its Fragrance Club in Paris on Oct. 15, bringing together fragrance experts, educators, creators and community leaders with the company’s fragrance teams. The cosmetics group says the global community will meet regularly to discuss fragrance culture, consumer behaviour and innovation, as brands compete for attention in a category increasingly shaped by online communities and changing discovery habits.
The launch brought together members from Europe, the UK, the US and China, according to Coty. The company said the club will hold discussions, workshops and immersive experiences, with opportunities for participants to co-create. Topics include consumer behaviour, cultural trends, creative storytelling and fragrance innovation. Coty has not provided a public count of members or said how often the group will meet.
Participants will engage directly with Coty perfumers, including Nathalie Lorson, Amandine Clerc-Marie, Meabh McCurtin, Julie Massé, Fabrice Pellegrin and Delphine Lebeau. Coty said it wants to benefit from the perspectives of the “communities shaping fragrance today.” The company has presented the club as a continuing programme rather than a one-off launch event.
Jean Holtzmann, Coty Prestige’s chief brands officer, said the company’s century of fragrance experience does not remove the need to listen to changing audiences. “Today, new communities and voices are changing how people discover, understand and experience scent,” he said. Holtzmann described the club as a way to bring those perspectives together with Coty’s expertise and maintain dialogue about the category’s direction.
Why Coty Is Building a Fragrance Community
The club gives Coty a regular forum to hear from people who shape or discuss fragrance beyond the company’s own teams. That could help inform how it approaches product ideas, storytelling and consumer engagement, though Coty has not said how feedback will be used or whether it will lead to particular products.
The initiative also comes as Coty faces changes in its fragrance licensing portfolio. The company is set to lose the Gucci beauty and fragrance licence, which it has held for about a decade, to L’Oréal from 2028. It also lost David Beckham’s fragrance line to Interparfums at the start of the year, according to the source report. The club is not described by Coty as a replacement for either licence, but the moves make its efforts to draw on and maintain fragrance expertise relevant to the company’s business.
For consumers and industry observers, the announcement reflects how fragrance discovery now includes conversations led by creators, educators and online communities, not only traditional advertising and retail. Coty specifically pointed to social platforms such as TikTok and their role in forming fragrance communities, particularly among Gen Z. The company did not provide evidence or figures measuring the club’s expected effect on sales, product development or consumer behaviour.
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A Changing Fragrance Portfolio
Coty said the club responds to rapid changes in how consumers discover, discuss and experience fragrance. Social platforms have enabled people to share recommendations and fragrance knowledge, and given creators and educators wider platforms. Coty’s stated goal is to bring some of those voices into ongoing contact with its own specialists.
The launch follows wider corporate changes reported by the company. Coty named Soraya Benchikh as chief financial officer, succeeding Laurent Mercier. It also introduced a new operating structure on July 2 that brought commercial decision-making closer to its markets and combined research and development with supply chain into one function. The source report does not link those changes directly to the Fragrance Club.
Coty has created fragrances for more than a century, Holtzmann said, but the club is intended to address a category whose culture and channels of discovery continue to shift. The company’s loss of the Gucci licence is a separate development: L’Oréal is due to take over development of Gucci fragrance and beauty from 2028.
“Today, new communities and voices are changing how people discover, understand and experience scent.”
— Jean Holtzmann, chief brands officer, Coty Prestige
Membership, Meetings and Outcomes
Coty has not disclosed the number of participants, how members are selected, how often they will meet or whether membership will change over time. The company has described discussions, workshops, immersive experiences and co-creation opportunities, but has not announced a calendar, named projects or measurable goals.
It is also unclear how Coty will incorporate feedback from the club into fragrance development or marketing, and whether any resulting products or campaigns will be publicly identified as club outcomes. The announcement does not provide details on funding or the programme’s expected commercial impact. Those points may become clearer as the community continues, but Coty has not provided a timeline for further disclosures.
Regular Sessions and Future Updates
Coty says its teams and club members will come together regularly after the Paris launch to exchange views on fragrance culture, innovation and consumer engagement. The company has not given dates or locations for upcoming sessions, or said whether future gatherings will be open to the public.
The next concrete indicators will be whether Coty shares details of the programme’s meetings and whether it identifies ideas, collaborations or other outcomes from the discussions. For now, the confirmed development is the launch of the community and its stated plan to continue as a global forum; its practical effects remain to be seen.
Key Questions
What is Coty’s Fragrance Club?
It is a global community bringing fragrance experts, educators, creators and community leaders together with Coty’s fragrance teams to discuss the category.
When and where did the club launch?
Coty launched it in Paris on Oct. 15. Members at launch came from Europe, the UK, the US and China, according to the company.
Who will take part in the discussions?
Coty says participants will include community members and its perfumers, among them Nathalie Lorson, Amandine Clerc-Marie, Meabh McCurtin, Julie Massé, Fabrice Pellegrin and Delphine Lebeau.
What will members do?
The planned activities include discussions, workshops, immersive experiences and co-creation. Coty says topics will include consumer behaviour, cultural trends, storytelling and fragrance innovation.
Has Coty said what the club will produce?
No specific products, campaigns or other outputs have been announced. Coty has not said how it will measure the club’s impact or how member feedback will affect its decisions.
Source: rss
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