Creating and marketing a new skincare line for women

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Why The Upside

As part of its global partnership with Adidas women, The Upside had identified ‘Skincare for Sports’ as a key need for women. Coty, Adidas beauty licensee, wanted to build on and develop this opportunity by creating a completely new range of products and a bespoke marketing approach

How We Approached the Challenge

  • Created and validated new line of skincare products that targeted specific sports-related unmet needs of women
  • Defined global objectives and KPIs for the launch by working together with Coty marketing and Adidas women’s teams
  • Developed a US + EU launch strategy across marketing, wholesale and owned channels


Strategy approved by both Coty and adidas teams, and the project acknowledged as one of the first instances of a true and equal collaboration in the two brands’ multi-decade partnership

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