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A hundred-year profile

Coty

Coty peaked in the 1920s, then Tangee overtook it in the 1930s.

Coty lineage · est. 1904 · L'Origan, Emeraude, L'Aimant, Air-Spun (Chypre and Styx count only with the printed word Coty beside them)
7.5%Peak, the 1920s
22Placements
1920 to 1954Span
18.2%Earned share
Open in the brand lens Compare against a rival
Share of voice by decade0%10%1920s1930s1940s1950s
All voiceAdvertising

Quality-weighted share among the tracked houses, read from Photoplay, Screenland, and Modern Screen. Descriptive, not causal.

Out-voiced by

Tangeeovertook it in the 1930s
Max Factorovertook it in the 1930s
Jergensovertook it in the 1940s

Earned versus paid

Paid 18Earned 4

Mostly paid, with some earned editorial.

The evidence

A sample of the placements behind the figures above. Every point traces to a real page.

YearOutletChannelWhat appeared
1920The DelineatoradvertisingLa Meda, Inc., Co-Controlled by Coty, Inc.
1921Ladies' Home JournaladvertisingCoty Products are:
1922The DelineatoreditorialCoty
1923PhotoplayeditorialMentioned in 'Friendly Advice' column: 'Keep right on with t
1926ScreenlandadvertisingCoty
1927Ladies' Home JournaladvertisingCOTY 1922—NEW YORK
1930PhotoplayadvertisingLES POUDRES COTY
1933ScreenlandadvertisingCOTY

Other houses

Pond's Lux Tangee Jergens Maybelline Max Factor Woodbury Palmolive

Data via the Muse Parlor historical SOV API. How this is built →