Pierric Duthoit, CDO at COTY at the Adopt AI Summit – Transforming Beauty Marketing with AI

Pierric Duthoit’s career includes significant roles at major tech companies; he was previously the Country Business Director for Meta (formerly Facebook) in France and also held executive positions at Google. He is the Chief Digital Officer at Coty, a leading global beauty company known for pioneering innovations in the fragrance industry, such as marketing novelties and influential scents.

Coty Inc. is a global beauty company renowned for its diverse portfolio of brands in cosmetics, skincare, and fragrances. Founded in 1904, Coty has a rich heritage of innovation, pioneering modern perfumery and skincare technologies. The company’s mission is to unleash every vision of beauty, focusing on sustainable and inclusive practices.

The purpose is to develop a comprehensive data stack, data marketing starting with the Google Marketing Platform to collect and own digital data. Data is centralized in the Google Cloud, enabling smart segmentation, media efficiency, and improved sales analytics. A significant focus has been on AI-powered analytics to better understand consumer behaviors and marketing effectiveness. The goal is to ensure that all technological implementations are adopted across brands and markets, facilitating data-driven decision-making.

This dashboard helps marketers track brand health and metrics across social media and search platforms, providing deep and rich data insights. A key challenge was making the data actionable, as marketers are not always data analysts. This helped bridge this gap by connecting KPIs to business outcomes. The dashboard includes AI enhancements, such as icons indicating the intensity of KPIs’ impact on sales and the timing of their effects. This helps marketers quickly identify which KPIs to focus on. The dashboard also offers insights into competitors’ performance, providing benchmarks for Coty’s brands across different categories and geographies.

Next steps include integrating multiple marketing levers to understand their combined impact on advocacy and sales, using causality models. There is a strong emphasis on becoming more predictive, understanding the precise impact of various metrics on sales to respond effectively to competitors and improve marketing efficiency. By leveraging data analytics and predictive models, Coty aims to make data-driven decisions that optimize resource use, improve targeting, and ultimately increase sales and ROI.

The goal is for marketers to interact with the system using natural language, asking questions such as “What are the latest top SKUs?” and directly receiving data-driven insights. This journey requires building a clean data stack and understanding the causal relationships between different marketing actions. The goal is to deliver insights that lead directly to recommendations on product promotion, channel use, and effective messaging, empowering better decision-making and more successful marketing efforts.

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<div class=”quote”>”We can’t get there unless we go through all this journey of building and understanding each of the steps of these causalities and the cleanliness of the data stack.”</div>
<div class=”quote-baseline”>Pierric Duthoit, CDO at Coty</div></blockquote>