Coty Taps Gyro for Product Launch

NEW YORK Coty has hired independent agency Gyro to handle marketing for the launch of a new fragrance product targeting young men, the shop has confirmed.

The New York client selected the Philadelphia shop after a review in which there were two other finalists: independents DiNoto and Toy, both in New York, said sources. Search consultancy A-Team Advertising Advisors in New York managed the review.

Billings have not been determined. Indeed, the product is in development and has yet to be named; its launch is slated for 2007. Marketing is likely to skew nontraditional, according to sources.

Gyro’s other clients include Reynolds American and Ecco shoes.

Coty historically launches products via licensing deals with other marketers or celebrities. For example, the company’s portfolio includes fragrances bearing the names of Celine Dion, Kenneth Cole and Marc Jacobs, as well as Adidas- and Stetson-branded lines.