Revlon, Inc. at a Glance

Uppers

  • Solid compensation and benefits
  • NYC headquarters offer access to plenty of amenities and entertainment options
  • As a recognized brand, a stop at Revlon looks good on the résumé of job seekers

Downers

  • Revlon management can overlook in-house talent when assigning staffers to new products or positions
  • The work schedule at the New York City headquarters can be hectic

The Bottom Line

  • As a global brand with locations around the world, Revlon offers employment opportunities for a variety of roles.

About Revlon, Inc.

Revlon has the look of a leader in the US mass-market cosmetics business, alongside L'Oréal's Maybelline and Procter & Gamble's Cover Girl. Aside from its Almay and Revlon brands of makeup and beauty tools, the company makes Revlon ColorSilk hair color, Mitchum antiperspirants and deodorants, Charlie and Jean Naté fragrances, and Ultima II and Gatineau skincare products. It also owns Elizabeth Arden, a maker of prestige fragrance brands. Revlon's beauty aids are distributed in more than 150 countries, though the US is its largest market, generating more than half of sales. Revlon products are primarily sold by mass merchandisers and drugstores such as CVS, Target, Shoppers Drug Mart, A.S. Watson, Boots, and Wal-Mart. Charles Revson founded Revlon in 1931.

Operations

Revlon is one of the world's top cosmetics makers across the mass retail channel, known for its color cosmetics in the face, lip, eye, and nail categories, as well as women's hair color and beauty tools. It has built a big business selling cosmetics and beauty products in the US to mass-market retailers and chain drug and food stores, collectively known as the mass retail channel.

Revlon generates nearly 45% of its total revenue from color cosmetics. Other major product lines include hair care (nearly 25%), fragrance (more than 15%), beauty care (nearly 15%), and skin care (about 5%).

It operates across three segments: Consumer (60% of net sales), Professional (about 20%), and Elizabeth Arden (nearly 20%).

Consumer consists of Revlon color cosmetics, Almay color cosmetics, SinfulColors color cosmetics, Pure Ice color cosmetics, Revlon ColorSilk hair color, Revlon Beauty Tools, Charlie fragrances, and Mitchum anti-perspirant deodorants.

Professional distributes and sells professional products mainly to hair and nail salons and professional salon distributors in the US and internationally under the Revlon Professional brand used for hair color, hair care, and hair treatments.

Elizabeth Arden distributes and sells fragrances, skin care, and color cosmetics to prestige retailers with a portfolio of brands that includes Skin Illuminating, SUPERSTART, Prevage, Eight Hour Cream, and Elizabeth Arden Ceramide, among others.

Geographic Reach

The US is Revlon's largest market, accounting for about 55% of sales. The cosmetics maker also has operations in more than a dozen foreign countries and enjoys a global reach and leading positions in several product categories in Australia, Spain, Italy, Mexico, Canada, the UK, and South Africa.

Sales and Marketing

The beauty giant's products are sold through large volume retailers, chain drug and food stores, chemist shops, hypermarkets, general merchandise stores, the Internet/e-commerce, television shopping, department stores, one-stop shopping beauty retailers, specialty cosmetics, stores, and perfumeries.

Revlon also uses social media as well as point-of-sale merchandising, including displays and samples, coupons, and other trial incentives to reach its customers. The company coordinates its marketing and advertising campaigns -- such as its Revlon Choose Love and its new the Love Project campaigns -- with in-store promotional and other marketing activities.

Financial Performance

Revlon posted unprecedented growth in 2016, with revenues surging 22% from $1.91 billion in 2015 to peak at a record-shattering $2.33 billion in 2016. The historic growth was primarily due to its 2016 acquisition of Elizabeth Arden; as a result, Revlon's newly formed Elizabeth Arden segment generated more than $440 million in additional revenue.

However, Revlon suffered a rare net loss of almost $22 million in 2016 mainly due to acquisition- and integration-related costs. These expenses and higher interest payments also drove operating cash flow down from $155 million in 2015 to $117 million in 2016.

Strategy

To accelerate growth, Revlon is trying to make itself more relatable to the Millennials and Gen Z beauty users through several initiatives. It has worked on several brands to make them more appealing to the younger customers and will launch a complete makeover of all its brands across its segments by 2018.

For example, Revlon has repositioned its Almay brand to emphasize the qualities of uniqueness, inclusiveness, and self expression; all qualities that have been received well by millennials.

Along with the modernization of its brand portfolio, Revlon also plans to expand its global footprint and diversify its offerings so it can offer products available at every price range. Earlier in 2017, Revlon's color cosmetics re-entered Germany, which is one of the largest beauty markets in the world. Revlon currently maintains a presence across 1,600 new stores in Europe.

The company also plans to attract younger customers through its digital capabilities. Revlon in 2017 partnered with a leading digital consulting firm to enhance its online presence in the US and other important markets.

Mergers and Acquisitions

One way Revlon has achieved milestone revenue growth over the years is through the use of acquisitions.

In 2016 Revlon acquired Elizabeth Arden for more than $419 million in cash. The deal expanded Revlon's exposure to international markets, an important move for the company that has typically derived around half of its revenues solely from the domestic North American market, a more mature market with less potential for growth than markets in Asia or Africa.

The company also in 2016 paid almost $30 million to acquire Cutex International, which primarily operates in Australia and the UK. With the acquisition, Revlon enhanced its global brand portfolio, particularly nail care products included within its Consumer segment.

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Revlon, Inc.

237 Park Ave
New York, NY 10017-3140
Phone: 1 (212) 527-6330

Stats

  • Employer Type: Public
  • President, CBBeauty: Corrado Brondi
  • Senior Vice President and Chief Financial Officer, United States: James Ragas
  • Partner: Bill Welz

Major Office Locations

  • New York, NY