• by Steve McClellan  @mp_mcclellan, February 22, 2017

Grey has resigned its relationship with Coty due to financial differences, the WPP agency confirmed today.

The split occurred on February 13 and the brands involved include CoverGirl, Clairol, Wella and a portfolio of fragrances.

Grey handled CoverGirl for 26 years, boosting the brand’s popularity in part by using celebrities in campaigns including Ellen DeGeneres, Katy Perry and the first CoverGirl male teen front man, James Charles.

Coty had purchased the CoverGirl product line, Clairol, Wella and other beauty brands from Procter & Gamble as part of a $12.5 billion acquisition in 2015.

Word of the parting came less than a week after Coty issued a press release stating that Droga5 had been appointed lead agency for the CoverGirl business.

At the time, there was no mention of the broader split which had occurred with Grey just a few days earlier.

“We’re excited to partner with Droga5 on the COVERGIRL brand, an icon in beauty with incredible equity,” stated Ukonwa Ojo, svp, COVERGIRL, Coty. “Droga5’s creativity and partnership will help us bring a new perspective to beauty for this phenomenal brand.” 

It wasn’t clear if Coty had decided which agency or agencies would handle the other brands resigned by Grey. A  company rep didn’t immediately respond to an email query.

Coty’s consolidated $900 million global media assignment is handled by Publicis Media and led by Zenith.