REVLON: CASE
STUDY
Submitted by:
Aileen P. Miclat
Alyssa S. Puno
❖ Company Overview
Revlon is an American Company that was established in 1932 and it’s considered as a
Cosmetics, Fragrance and Personal Care Company.
In addition, it’s considered a business leader in cosmetic industry and its products are
distributed over 100 countries around the world with sales percentage of 55% outside
the United States.
The main business lines of products in Revlon are Cosmetics, Hair, Beauty, Fragrance,
Deodorant, and Skin Care.
The company distributes and sell its products to large volume retailers, chain drug and
food stores, chemist shops, hypermarkets, general merchandise stores, e-commerce
sites, television shopping, department stores, professional hair and nail salons, and
specialty cosmetic stores.
Today Revlon is a global color cosmetic, hair color, beauty tools, fragrances, skincare,
anti-perspirant deodorants and beauty care products company whose vision is Glamour,
Excitement and Innovation through high-quality products at affordable prices.
❖ Leadership
DEBRA G. PRESIDENT & Ms. Perelman is co-founder and Vice Chairman of
PERELMAN CHIEF EXECUTIVE the Child Mind Institute, an independent, national
OFFICER nonprofit dedicated to transforming the lives of
children and families struggling with mental health
and learning disorders. She also serves as a
member of the Board of the Children's Hospital of
Philadelphia and is a member of the President's
Advisory Council at Princeton University.
ELY BAR-NESS CHIEF HUMAN Mr. Bar-Ness joined Revlon with over 30 years of
RESOURCES OFFICER global human resources experience across
various industries including chemical, cosmetics
and pharmaceuticals. Prior to Revlon, he served
as the Global Human Resources Leader for
Ashland Ingredients, a $4.5 billion division of
Ashland, Inc.
VICTORIA CHIEF FINANCIAL Victoria Dolan is Chief Financial Officer of Revlon.
DOLAN OFFICER She is responsible for overseeing Revlon’s
worldwide financial function including budget and
planning, treasury, tax, investor relations,
controllership, and enterprise-wide internal
controls and compliance.
AVA HUANG GENERAL Most recently, she has worked as Senior Vice
MANAGER, President of Fragrance and Beauty Marketing
ELIZABETH ARDEN at Chanel for the US where she was
BRAND responsible for driving the strategic vision and
direction of the fragrance and beauty
businesses encompassing product portfolio
management, client experience, integrated
communications, forecasting, and distribution.
KEYLA LAZARDI CHIEF SCIENTIFIC Keyla joined us with over 20 years of global
OFFICER experience in the consumer products and consumer
health industries with an exceptional track record of
delivering breakthrough innovation. She has worked
in Asia, Europe, LA and the US.
CARI ROBINSON EXECUTIVE VICE Prior to joining Revlon, Cari was the Vice
PRESIDENT & President, Assistant General Counsel,
GENERAL COUNSEL Investigations & Cybersecurity at IBM, where she
led a global team responsible for handling
internal investigations, regulatory matters,
cybersecurity incidents and data breaches.
RAVI SANKAR CHIEF In his previous role with Revlon, he served as the
TRANSFORMATIO Vice President, Finance and Business Operations.,
N OFFICER leading the 2018 Optimization Program, Global
FP&A, Corporate Real Estate and Revlon's Shared
Services operations.
Before joining Revlon in 2018, Ravi had a long
career with Colgate Palmolive Company in various
leadership roles spanning the Middle East,
GLENN SHARPE CHIEF SUPPLY Mr. Sharpe has over 30 years of global supply
CHAIN OFFICER chain experience across all operations functions.
Prior to this role Mr. Sharpe led the global
delivery and logistics organization at Revlon. He
has previously held senior level operations roles
at Elizabeth Arden and Lumber Liquidators.
Mr. Sharpe received his BS in Business
Management from the Pennsylvania State
University, and his MBA from Rider University.
JOSE URQUIJO CHIEF Mr. Urquijo has over 30 years of IT experience in
INFORMATION multiple industries. Prior to this role Mr. Urquijo led
OFFICER the Technology Delivery team at Revlon. He has
previously held various leadership roles at Clarivate,
a carveout of Thompson Reuters, Teleflex, BASF
Block drugs and GSK.
Jose holds a Bachelor of Science (BS),
Computer Science from Montclair State
College.
HEATHER PRESIDENT, Prior to joining Revlon, Heather served as the
WALLACE AMERICAS SVP & General Manager of Beauty Care for
North America at Henkel, a $1+ billion gross
business, where she oversaw Sales, Marketing,
R&D, Supply Chain & Finance. She joined
Henkel in 2016, following the acquisition of Sun
Products, known for their private label laundry
and home care brands at retailers such as
Costco, Walmart, and Target.
MARTINE CHIEF Williamson most recently served as Strategic
WILLIAMSON MARKETING Marketing Advisor at Topix Pharmaceuticals,
OFFICER where she was responsible for brand
incubation, building their D2C capabilities,
spearheading the relaunch of a premium
skincare brand, and creating the brand’s
strategy and brand visual identity.
➢ History and Background of Revlon
Revlon is an American cosmetic, skincare & fragrance company and was founded in
1932 by brothers Charles & Joseph Revlon, with the help of chemist Charles Lachman,
and created the world’s first rich, glossy opaque nail enamel. The name Revlon was
created with the Revlon brothers’ surname by replacing the S for a L in honor of Charles
Lachman’s involvement.
1932 First ever opaque nail enamel is created and launched
1953 First powder foundation make up
1958 First stable liquid foundation
1962 First brush on blusher – “Brush on Blush”
1970 Creation of Charlie which become world bestselling perfume
1986 First silicone-based make up – “New Complexion Makeup”
1994 First transfer resistant lipstick – “Colourstay Lipcolour” & Age Defying
Foundation 2010 Just Bitten Lip stain & Balm
2012 Gel-like Colourstay Longwear Nail Enamel
In 1932 the two brothers and their partner Charles Lachman were the creators of
colored nail enamel in its modern form. The story is that Charles and Joseph Revson
were inspired to create a nail polish by the scarlet-lipped, cigarette-smoking Hollywood
actresses of their day. They thought that what the stars needed red nails to match their
red lips. The first ever color was Cherries in the Snow and was a big commercial
success, and it is still selling today. Revlon launched the first ever opaque nail enamel;
it was referred to as cream enamel. The product was created using blended pigments,
instead of dyes which this enabled a vast choice of colors. Originally the nail enamels
were only available in beauty salons.
1932 First ever opaque nail enamel is created and launched
1953 First powder foundation make up
1958 First stable liquid foundation
1962 First brush on blusher – “Brush on Blush”
1970 Creation of Charlie which become world bestselling
perfume 1986 First silicone-based make up – “New Complexion
Makeup”
1994 First transfer resistant lipstick – “Colourstay Lipcolour” & Age Defying
Foundation 2010 Just Bitten Lipstain & Balm
2012 Gel-like Colourstay Longwear Nail Enamel
In 1932 the two brothers and their partner Charles Lachman were the creators of
coloured nail enamel in its modern form. The story is that Charles and Joseph Revlon
were inspired to create a nail polish by the scarlet-lipped, cigarette-smoking Hollywood
actresses of their day. They thought that what the stars needed red nails to match their
red lips. The first ever color was Cherries in the Snow and was a big commercial
success, and it is still selling today. Revlon launched the first ever opaque nail enamel; it
was referred to as cream enamel. The product was created using blended pigments,
instead of dyes which this enabled a vast choice of colors. Originally the nail enamels
were only available in beauty salons.
1937 – The nail enamel was launched into department stores & pharmacies. Then they
introduced lipstick to the range. Revlon were the first company to have matching lip &
nail products. 1953 saw the launch of the first powder foundation make up, followed in
1958 by the first stable liquid foundation and in 1962 the first brush on blusher.
1970 – 1973 saw the introduction of Charlie® fragrance, designed for a young, working
woman market. By the mid 70’s, Charlie perfume was a stellar and phenomenal
success. Charlie® was the #1 Fragrance in the world. Revlon sales figures passed the
$1 billion mark in 1977.
1975 – Death of Charles Revlon, but Revlon continues to expand and adds more
popular brands to their company.
1986 – Revlon were one of the first cosmetic companies to close its animal testing
facility – leading the way for other brands to follow.
1990-CERAMIDE CAPSULES LAUNCH
Elizabeth Arden introduces the world to pure, potent, precise-dose skincare, launching
the iconic Ceramide capsule.
1991-COLORSTAY LIPSTICK DEBUTS
Revlon ColorStay Lipstick debuts as the first non-transfer lipstick.
1992-THE COMPANY OF FIRSTS
Veronica Webb is first African-American model to land an exclusive contract with a
major beauty brand when she teamed up with Revlon to launch the Color Style
line.
1996 - REVLON GOES PUBLIC
Revlon goes public.
1997-REVLON AGE DEFYING LAUNCH
Revlon Age Defying, anti-aging makeup line launches.
2005-FIRST COSMECEUTICLE SKINCARE LINE
Elizabeth Arden's Prevage Anti-Aging treatment debuts as one of the first cosmeceutical
skincare lines addressing skin aging caused by environmental exposure.
2018 - REVLON LAUNCHES LIVE BOLDLY CAMPAIGN
Revlon's Live Boldly Campaign encourages women to express themselves boldly with
passion, optimism, strength and style.
➢ Products
The Company manufactures and markets a variety of products worldwide.
Cosmetics and Skin Care. The Company sells a broad range of cosmetics and skin
care products designed to fulfill specifically identified consumer needs, principally priced
in the upper range of the mass-market distribution channel, including lip makeup, nail
color and nail care products, eye and face makeup and skin care products such as
lotions, cleansers, creams, toners and moisturizers. Many of the Company's products
incorporate patented, patent-pending or proprietary technology.
• Revlon lip makeup
-which address different segments of the lip makeup category. ColorStay lipcolor uses
patented transfer-resistant technology that provides long wear. ColorStay
Overtime Lipcolor is a patented lip technology introduced in 2002 that builds on the
strengths of the ColorStay franchise by offering long-wearing benefits in a
new product form, which enhances comfort and shine. Super Lustrous lipstick is
the Company's flagship wax-based lipcolor. In 2003, the Company launched
Moisturous
Lipcolor, and LipGlide Sheer lipcolor.
• Nail Color and Nail Care Lines
- include enamels, cuticle preparations and enamel removers. The Company's
flagship Revlon nail enamel uses a patented formula that provides consumers
with improved wear, application, shine and gloss in a toluene-free, formaldehyde
free and phthalate-free formula.
• Face Makeup
- The Company sells face makeup, including foundation, powder, blush and
concealers, under such Revlon brand names as Revlon Age Defying, which is
targeted for women in the over 35 age brackets; ColorStay, which uses patented
transfer-resistant technology that provides long wear and won't rub off benefits;
New Complexion, for consumers in the 18-to-34 age bracket; and Skinlights skin
brighteners that brighten skin with sheer washes of color. In 2003, the Company
launched ColorStay Stay Natural foundation
• Eye Makeup
- The Company's eye makeup products include mascaras, eyeliners and eye
shadows. ColorStay mascara, Softstroke eyeliners and Revlon Wet/Dry eye
shadows are targeted for women in the 18-to-49 age bracket. The Company's
eye products also include Illuminance, an eye shadow that gives a luminous
finish, and High Dimension mascara and eyeliners. In 2002, the Company
launched ColorStay Overtime lash tint, a patented product that wears for up to
three days. In 2003, the Company launched Lash Fantasy Primer & Mascara and
Eyeglide Shimmer Shadow.
• Revlon Beauty Tools
- include nail and eye grooming tools, such as clippers, scissors, files, tweezers and
eye lash curlers. Revlon Beauty Tools are sold individually and in sets under the Revlon
brand name and are the number one brand of beauty tools
List of references:
1. https://www.revloninc.com/our-company/our-leadership.php
2. https://investors.revlon.com/static-files/8c3e25d4-36fe-4597-b579-
8d02d9de9818
3. https://www.businesswire.com/news/home/20201207005539/en/Re
vlon-Names-Martine-Williamson-as-its-Chief-Marketing-Officer
4. https://www.scribd.com/doc/40078727/case-study-on-revlon
