Case Study: Coty Inc scales community-driven influencer marketing with Traackr

How Coty Professional Beauty Scales Influencer Marketing with Community

Coty Professional Beauty, the salon-focused division of global beauty giant Coty (brands include Wella Professionals, OPI and ghd), faced the challenge of scaling influencer marketing across many brands and markets while keeping relationships authentic. Their brief was to reach and influence salon professionals—an intimate, highly skilled community of hairdressers—without losing the personal touch that drives product adoption, and to coordinate global strategy with local market execution and measurable impact.

Led by Randall Chinchilla, Coty adopted a community-first approach that leans on micro‑influencer hairdressers, extensive professional training (roughly two million stylists trained annually), targeted experiences (e.g., backstage events), and tools like Traackr to identify and nurture partners. Combining central strategy and KPIs (earned media, engagement, conversion) with local activation and selective agency support, the program delivered scalable, authentic advocacy, stronger product feedback and measurable increases in brand resonance and conversions across markets.

Coty Inc

Randall Chinchilla

Global Vice President Influencer Marketing