The newly announced deal enlists DKSH to work with Coty Professional Beauty in both Singapore and Malaysia.
Several brands used and sold at hair and nail salons fall under the professional division at Coty, including Wella Professionals, System Professional, Nioxin, Sebastian Professional, Londa Professional, Sassoon Professional, Clairol Professional, Wella Color Charm, OPI, and ghd, according to the company site.
Now in Singapore and Malaysia, a full suite of DKSH market expansion services will be activated to advance the distribution and reach of select Coty pro bands, namely Wella Professionals, System Professional, Nioxin, and Sebastian Professional, according to a media release.
Market expansion
While scaling a business in any market is a challenge, Coty is making a concerted push to better and broaden its Professional Beauty business across Asia.
And this is exactly what DKSH does. “Through this partnership with DKSH, Coty Professional Beauty is entrusting the distribution to a regional expert with more than 150 years of experience in the Asian markets and an omni-channel approach that offers a one-stop regional solution for its clients,” explains Martina Ludescher, chief commercial officer and head business unit consumer goods at DKSH, in the media release announcing the deal.
She goes on to say that, “DKSH provides customized services and a deep capillary distribution network that guarantees the direct-to-store distribution of Coty’s international brands in the two Asian markets.”
Partnership extension
Coty and DKSH work together in Thailand on select Consumer Beauty distribution, Adidas body care and fragrances for instance.
Now, Zurich, Switzerland – based DKSH will use its network and distribution chain to improve Coty’s Professional Beauty product delivery, ensure “better inventory visibility,” and all told make more of the pro brands available to more consumers.
“With this strategic partnership, we will improve Coty Professional Beauty’s service level to more salons across Asia,” says Rui-Yuan Chen, business unit lead for South East Asia and Korea at Coty Professional Beauty.
“We rely on DKSH’s efficient distribution network to deliver our products faster, more accurately, with quality after-sales services in Singapore and Malaysia,” adds Chen.
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.