$2.3 billion ($1.3 billion consumer; $476.5 million professional; $441.4 million Elizabeth Arden; $26.3 other)
Fabian T. Garcia, president and chief executive officer; Pamela Alabaster, senior vice president, corporate communications & corporate social responsibility; Corrado Brondi, president, CBBeauty; John Collier, president North America; Serge Jureidini, president Elizabeth Arden & Fragrances; Eric Lauzat, president EMEA & Asia; Sennen Pamich, president, portfolio brands; Anne Talley, president, Revlon; Linda Wells, chief creative officer.
Revlon, Almay, Sinful Colors and Pure Ice color cosmetics, Revlon Colorsilk hair color, Charlie fragrances, Ultima II and Gatineau skin care; Intercosmo, Orofluid, American Crew and UniqOne hair care; Cutex, CND nail polishes; Elizabeth Arden, Red Door, Halston, Elizabeth Taylor, Britney Spears, Christina Aguilera, Giorgio Beverly Hills, Juicy Couture, John Varvatos, Visible Difference, Prevage, Elizabeth Arden Ceramide.
Revlon—Ultra HD Gel Lipcolor, Ultra HD Matte Lipcolor, Kiss Balm, Mega Multiplier Mascara, Colorstay Crème Eyeshadow, Colorstay 2 in 1 Angled Kajal. Youth FX Fill + Blur Foundation, Youth FX Fill + Blur Primer for Face/Neck, Youth FX Fill + Blur Primer for Forehead, Instafix Highlighting Stick, Revlon Colorstay Gel Envy Longwear Nail Enamel, Professional Be Fabulous, Revlonissimo Colorsmetique; Revlon Hair—Colorsilk Buttercream, Colorsilk Moisture Rich Color; Almay Intense I-Color Smoky Collection, Shadow Softies; CND Sunset Bash Collection.
Despite experiencing some challenges in its U.S. mass and prestige businesses, 2016 was nothing short of transformational for Revlon. After splashing out $870 million for Elizabeth Arden, Revlon instantly became a larger, more diversified company with an extended global footprint.
Riding the wave, Fabian Garcia, president and CEO, said the company has implemented a new “brand-centric operating structure” and an enhanced leadership team to help better orient the company to navigate what it believes is a changing global consumer landscape. The company’s three-pronged strategy to put both Revlon and Arden on a more profitable footing will play out as the company works to strengthen its brands, and restore their relevance among consumers, especially Millennials; expand access to its brands wherever and however consumers shop for beauty; and optimize its cost structures to release incremental funds for re-investment into its brands.
In its 2016 breakdown, color cosmetics comprised 44% of Revlon’s net sales, followed by haircare (23%), fragrance (17%), beauty (13%) and skincare (4%).
News of Note in 2017
So far, 2017 is playing out to be a bit of a challenge for Revlon. Q1 saw sales surge 35.3% to nearly $595 million, thanks to the Elizabeth Arden and Cutex acquisitions. Q2 results announced in August saw net sales at $645 million, an increase of 32.1% compared to last year. Overall Arden sales alone in Q2 were $199 million (+3.4%) but professional segment net sales, however, decreased by 14.5% to $105 million. North American consumer segment net sales also decreased 13% to $202 million, whereas international net sales in the same category increased by 5.3% to $133.7 million.
Garcia commented, “While our financial performance and sales results in the U.S. remained soft in a challenging retail environment, we are encouraged by the global growth of our iconic Revlon and Elizabeth Arden brands, our international sales which remain robust and the key strategic initiatives that we have implemented during the quarter, which we expect will drive sequential improvements in company performance.”
Revlon also signed two mega-watt stars to be the faces of its brands. Gwen Stefani is Revlon’s new global ambassador, while Elizabeth Arden tapped Reese Witherspoon to be its storyteller-in-chief, to help shape the new-to-Revlon brand’s “narrative” through ad and marketing campaigns.
Revlon is working hard on a variety of fronts, not only to reinvigorate its many brands but also to better position its company to once again be a top contender in the beauty category. In an interview with WWD, Garcia said his ambition, having added recognizable new brands to the Revlon fold and implementing a new corporate strategy, is to ultimately turn Revlon into a $5 billion, “highly collaborative” powerhouse within five years.