Coty Inc.'s Global Color Brand ASTOR Forms Creative Alliance With Heidi Klum

By Coty Inc., PRNE
Thursday, September 9, 2010

NEW YORK, September 10, 2010 - Today, Coty Inc., a leader in the global beauty industry, announced the
signing of German supermodel and television presenter Heidi Klum as the new
face and artistic advisor for the global beauty brand ASTOR. As part of the
long term collaboration, Ms. Klum has partnered with ASTOR to help set
artistic direction for a new generation of modern makeup collections and
communicate her fashion-forward point of view to consumers, the press and
beauty influencers.

    (Photo: )
    (Photo: )

An internationally successful model, Heidi Klum has also established
herself as a multi-talented television host and producer, actress, fashion
designer and astute business woman. She is known across the world not only
for her fashion magazine covers but also as the award-winning host of
'Project Runway' and 'Germany's Next Top Model by Heidi Klum', for her
numerous appearances in television shows and films. Klum has created and
designed several successful beauty and fashion collections for brands
including Victoria's Secret Beauty, Destination Maternity and New Balance for
Amazon. She is excited to bring her expertise and experience to this role.
The new collaboration with ASTOR will capitalize upon Klum's unrivalled
beauty, personality and talent to strengthen the success of this innovative
high-quality cosmetics brand.

Talking about the new signing, Bernd Beetz, Chief Executive Officer, Coty
., comments, "We are very excited about the new partnership between Heidi
and ASTOR and feel that it has huge potential. As one of the most
beautiful, talented and most recognized women in the world, Heidi will play
an important role in ensuring that the ASTOR brand continues to be seen as
relevant, modern and sophisticated."

A life-long lover of ASTOR, Heidi Klum reveals, "I'm thrilled to be part
of the ASTOR family! ASTOR has such a long and strong heritage and continues
to create innovative products with great colors and textures. I look forward
to bringing my experiences in fashion and beauty to my new role."

This first-of-its-kind creative collaboration allows the ASTOR brand to
integrate Ms. Klum's fashion-forward point of view into the brand
collections, and capitalize on the style trends, as part of the company's
mission to introduce the brand to a new audience and speak to consumers in a
totally new and unique way. In this capacity Ms. Klum will be involved in the
design of product collections inspired by the latest runway trends, and
appear in upcoming print and television campaigns. As part of the alliance,
ASTOR will make Ms. Klum's personality and inspiration an integrated part of
the brand's marketing message through print, online and in-store efforts.

Renato Semerari, President, Coty Beauty, says, "We are delighted that
Heidi Klum will be representing ASTOR, especially at such an exciting time in
the brand's development as it moves forward with a new visual identity. As an
elegant, confident, successful woman, wife and mother, Heidi perfectly
represents ASTOR's new signature: 'Live Beautifully'".

Stephen Mormoris, Senior Vice President, Global Marketing, Coty Beauty,
adds, "Heidi Klum was an obvious choice for us for brand ambassador for
ASTOR. Her beauty is glamorous and feminine but she's also down to earth and
approachable, that's why she is an inspirational role model for women of all
ages. Furthermore, we're very excited about the fashion influences she'll be
able to bring to new product collections."

About Coty Inc.

Coty was created in Paris in 1904 by Francois Coty who is credited with
founding the modern fragrance industry.

Today, Coty Inc. is a recognized leader in global beauty with annual net
sales of nearly US$4 billion. Driven by an entrepreneurial spirit, passion,
innovation and creativity, Coty Inc. has developed an unrivaled portfolio of
notable brands and delivers its innovative products to consumers in 90
markets worldwide.

The Coty Prestige brand portfolio is distributed in prestige and
ultra-prestige stores and includes Balenciaga, Bottega Veneta, Calvin Klein,
Cerruti, Chloe, Chopard, Davidoff, Home Skin Lab, Jennifer Lopez, Jil Sander,
JOOP!, Karl Lagerfeld, Kenneth Cole, L.A.M.B. fragrance by Gwen Stefani, La
Voce by Renee Fleming, Lancaster, Marc Jacobs, Nikos, Sarah Jessica Parker,
Vera Wang, Vivienne Westwood and Wolfgang Joop.

The Coty Beauty brand portfolio is more widely distributed and includes
adidas, ASTOR, Baby Phat, Beyonce Knowles, Celine Dion, Chupa Chups, David
and Victoria Beckham
, Esprit, Exclamation, Faith Hill, GUESS, Halle Berry,
Jovan, Kate Moss, Kylie Minogue, La Cross, Miss Sixty, Miss Sporty, N.Y.C.
New York Color, Pierre Cardin(1), Playboy, Rimmel, Sally Hansen, Shania
Twain, Stetson, Tim McGraw, and Tonino Lamborghini.

Coty and Puig Fashion and Beauty S.A. have a strategic partnership for
the distribution of the perfume lines of Nina Ricci, Carolina Herrera, Prada,
Paco Rabanne, and Antonio Banderas in the United States and Canada.

For additional information about Coty Inc., please visit

(1) Not available in North America


ASTOR is an international beauty brand that was launched in 1952, surfing
on the post-war economic boom and women's desire to be colourful and
fashionable again.

Since its creation, ASTOR has grown to be one of the leaders in the
European cosmetics market, by remaining focused on innovative and reliable
products. ASTOR's irresistible colours set trends over the past decades and
enabled generations of women to express their beauty in all situations.

The brand has evolved with the times, consistently offering customers
high quality products, that are glamorous yet technologically advanced,
elegant yet affordable, fashionable yet eminently wearable. Today, the brand
writes a new page in its history with an evolved logo, a new in-store
presence and a new advertising campaign under the "Live Beautifully"

The ASTOR brand is distributed in perfumery chains, department stores,
drug stores & mass merchandisers in many European markets namely Germany,
Austria, Switzerland, Spain, Poland, Czech Republic, Slovak Republic,
Hungary, and Romania.

For additional information about ASTOR, please visit

Note to Editors:

A picture/s accompanying this release is available through the PA
Photowire. It can be downloaded from or
viewed at or

Patricia White, +1-212-389-7576, Patricia_White at or Charlotte Gaspard, +33-0-1-58-71-74-99, Charlotte_Gaspard at

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