Revlon is #19 on this year's list of Top Global Beauty Companies.
Below is a look at the company’s 2018 highlights, latest launches, and new leadership.
$2.7 billion (FY 2017 Beauty Sales: $2.3 billion)
- Debra Perelman, president and chief executive officer
- David Carvalo, president, portfolio brands
- Victoria Dolan, chief financial officer
- Silvia Galfo, president, Revlon
- Ava Huang, general manager, Elizabeth Arden
- Serge Jureidini, president, Elizabeth Arden and fragrances
- Eric Lauzat, president, EMEA and Asia
- Keyla Lazardi, chief scientific officer
- Jon Levin, general manager, U.S., mass
- Linda Wells, chief creative officer
- Revlon, Elizabeth Arden, Almay, American Crew,
- Juicy Couture, CND; SinfulColors, Pure Ice, Cutex,
- Colorsilk hair color, Mitchum antiperspirant and deodorants,
- Ultima II and Gatineau skin care; Intercosmo, Orofluid,
- UniqOne professional hair care; Elizabeth Taylor, Brittney Spears,
- John Varvatos, All Saints, La Perla and Wildfox, Curve,
- Christina Aguilera, Shawn Mendes, Halston, Ed Hardy, Geoffrey Beene,
- Alfred Sung, Giorgio Beverly Hills, Lucky Brand, PS Fine Cologne for Men,
- White Shoulders, Charlie, and Jennifer Aniston fragrances
- Linda Wells’ 12-piece Flesh beauty line
- Revlon Kiss Cushion lip tint
- Super Lustrous lipstick, Balm Stain
- Colorstay Overtime lip color
- Mega Multiplier and Volumizing mascaras
- Colorstay eyeshadow primer, crème gel pencil, brow kit, brow mousse and brow tint
- Colorstay Full Coverage foundation
- Photoready Insta-Filter foundation
- Youth FX Fill+Blur foundation
- Prevage City Smart Skin Detox set
- Almay Make Them Jelly Hi-Lite
- Palette Pops and Shadow Squad eyeshadow
- CND Boho Spirit nail color
- American Crew Acumen prestige skincare and grooming collection for men
Revlon, By the Numbers
Revlon’s consolidated 2017 net sales increased 15.4% to $2.7 billion, up from $2.3 billion in 2016. The company attributed the boost to the finalization of the 2016 Elizabeth Arden acquisition, which enjoyed sales of $952.5 million (an increase of 115.8% over 2016). The uptick was partially offset, however, by a $101.3 million (7.3%,) decrease in Consumer segment net sales, as well as a $44.3 million (9.3%) decrease in Professional segment net sales.
Correlating sales slowdowns to changes in North American consumer shopping patterns for beauty products—more online shopping, less foot traffic in brick and mortar stores—the company said it planned to address the pace and impact of the evolving commercial landscape by shifting more of its brand marketing toward e-commerce and social media channels.
Despite the declines, geographically speaking, Revlon’s North American market continued to fiscally top its international markets in both the company’s consumer and Elizabeth Arden divisions. The North American consumer division posted net sales of $751 million (-15%) versus sales of $538 million (+6%) internationally. In North America, Arden sales topped $509 million (+85%) and international sales were $443.5 million (+166%). In the Professional division, net sales in North America were $174 million (-22.5%), while international sales were 259 million (+6%).
News of Note in 2018
To help steady the ship, Revlon installed Debra Perelman (daughter of chairman Ronald O. Perelman) as president and chief executive officer in May. A fixture at Revlon for more than 20 years, Perelman has served in operational and leadership roles across all facets of the business, including finance, distribution and sales operations, international and marketing in a variety of positions. As both an executive and a board member, as well as a member of the senior leadership team at MacAndrews & Forbes Incorporated, she has been overseeing corporate strategy and leading Revlon’s ongoing digital transformation, including forming a data and analytics group and establishing infrastructure and deploying resources necessary to create a leading-edge e-commerce business.
In her role as president and CEO, Perelman is charged with enhancing Revlon’s consumer- and customer-focused approach, paying close attention to the company’s cornerstones of personalization, inclusion, usability and passion for beauty. She will be responsible for driving Revlon’s efforts to further innovate through technology, enhance its brand portfolio and invest in e-commerce as a growth driver. Perelman is known for her collaborative approach and has been instrumental in helping assemble Revlon’s leadership team, many of whom joined recently to take part in the company’s transformation.
So far, the turnaround has been challenging. First quarter sales were down 5.7% to about $561 million. Sales of Revlon brand products dropped 6% to $229 million, portfolio brands and fragrances were also down 8.3% and 16% to $134.5 and $91.4 million, respectively. Elizabeth Arden products were the lone first quarter bright spot, up 10.4% to $105.7 million.
Second quarter 2018 sales haven’t fared much better. Net sales were down 6% to $606.8 million, and while Revlon brands and fragrances continued to struggle, posting quarterly losses of 6% and 15.1% respectively, Arden and portfolio brands gained 4.9% and 2.9% in comparison to Q2 2017.
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