Markus Strobel
Analyst · Raymond James
Okay. I mean let me just start with how we get to category growth, both on Prestige and Consumer Beauty. And they're pretty similar, okay, because they both run under the Coty.Curated framework. So #1 is getting the right innovation out there and focusing on the right innovation. So what we have done already for fiscal '27, we have identified what is our best innovation, what is innovation that complements the brand that has a halo effect on the brand. And what are some small things that we have been doing in the past that we should not be doing at all. So we have cut our number of activities but we're going to make the innovation that we bring to market bigger, better and make sure it has a halo effect on the brand. So that's point #1. And we're doing this on Prestige. And we're also doing this on consumer because we already see now that some of our reduced bundles with bigger, better innovation, some of our items are far ahead of objectives, some of them 3x. So we've seen we can appeal much, much more to the consumer, get more traction. Second point is getting consumer engagement, improved consumer engagement. As I mentioned in the last call, by doing so many activities, we have invested a lot of money in creating assets or even have enough -- sufficient money to put these assets out there for consumers to see. So we're changing that, creating fewer assets, having more money in working media and especially focusing more on what we call advocacy, which is a modern way of doing marketing, influencers. We have been a bit slow on this one because we still had a very traditional marketing mix up until last year but we're catching up very quickly so that we believe that consumers will respond much, much more to offering. #3 and this is very important when you mentioned the sellout, and we are changing our whole company culture to sellout oriented. It used to be fairly sell-in oriented. But now we are -- for every innovation, for everything that we're doing, we're asking what is the sellout plan? What is the joint business planning with the retailer? Does it fit into the cadence of the retailers to have a really fully synchronized plan to drive sellout and then sell-in will follow. And #4 is on everything that we do, we put the ROI lens. Does it -- we have very good ROI measurements now of all our actions, of our media spending, marketing spending. And we're seeing everything what we do, does it move the needle? Yes or no. So across these 4 elements, which is basically Coty.Curated on both Prestige and consumer, we believe this is going to have a big impact over time. Now there will be -- we had a framework. We put out this framework in the last call, as you remember, we're putting into the market now. And hopefully, it will improve quite a bit in 2027. It's probably going to go much faster on the innovation side because we decided this already. It's going to go much faster on the ROI side because we have the data. Moving asset creation to working media is going to take a little bit more time because you need some lead time to do that and getting the whole organization that has been traditionally focused on sell-in, sellout oriented will also take a little bit more time. When everything comes together, we believe we will finally be in a position that sellout and sell-in kind of equate. And we have a very healthy business from which to grow and reduce the gap we have versus the market. We want to grow over time at least with the market. And in the long term, obviously, we want to outgrow the market.