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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)
8.3%Peak, the 1920s
16Placements
1921 to 1954Span
25.0%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
Jergensovertook it in the 1940s
Max Factorovertook it in the 1930s

Earned versus paid

Paid 12Earned 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
1921Ladies' Home JournaladvertisingJonteel COMPACTS
1922The DelineatoradvertisingCoty
1923PhotoplayadvertisingCoty Creator of Sadira & L'Amourette
1925Ladies' Home JournaladvertisingCOTY
1927Ladies' Home JournaladvertisingCOTY 1926—NEW YORK
1930PhotoplayadvertisingLES POUDRES COTY
1933ScreenlandadvertisingCOTY
1934PhotoplayeditorialText explicitly mentions 'a true beige, is way ahead with su

Other houses

Pond's Tangee Jergens Lux Max Factor Maidenform Maybelline Woodbury

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