Below is a look at the company's 2020 highlights, recent acquisitions, best-selling brands, and latest innovations.
- Debra Perelman, president and chief executive officer
- Sergio Pedreiro, chief operating officer
- Silvia Galfo, president, Revlon brand
- Gillian Gorman Round, general manager, American Crew, CND, Flesh and Gatineau brands
- Ava Huang, general manager, Elizabeth Arden brand
- Serge Jureidini, chief marketing officer
- Eric Lauzat, president, international
- Heather Wallace, president, Americas
- Revlon, Almay, SinfulColors and Pure Ice color cosmetics
- Revlon Colorsilk hair color, Revlon beauty tools, Mitchum antiperspirant and deodorants
- Ultima II and Gatineau skin care, Intercosmo, Orofluid
- American Crew and UniqOne hair care, CND nail polishes, Elizabeth Arden
- Elizabeth Arden, Red Door, Halston
- Elizabeth Taylor, Brittney Spears, Visible Difference
- Prevage, Elizabeth Arden Ceramide
- Revlon—Ultra HD Hyper Matte, Ultra HD Vinyl and Super Lustrous The Gloss lip colors
- Elizabeth Arden—Vitamin C ceramide capsules, Prevage Progressive Renewal treatment and Eight Hour Great 8 daily defense moisturizer
- Almay—Healthy Hue Blush, Color & Care Lip Oil-in-Stick, Skin Perfecting Comfort Care Primer
- CND—Shellac wear extended base coat, Shellac and Never Look Back, Nauti Nautical, Essentials Care Pens, VinyLux, Alluring Triology
- Sinful Colors—Quick Bliss, Claws, Sweet & Salty
- Mitchum—Triple Odor Defense
- Fragrances—Christina Aguilera Xperience
According to Debra Perelman, Revlon’s president and CEO, 2019 was a year of “transformation” even though the company’s annual report detailed continued revenue slides across most of its business units.
Revlon segment net sales in 2019 were $958.8 million, a $39.5 million, 4%, decrease compared to 2018 that the company said was primarily driven by lower net sales of Revlon ColorSilk hair color, as well as lower net sales of Revlon color cosmetics and Revlon-branded beauty tools primarily in North America, partially offset by increased net sales of Revlon-branded hair care and professional products.
Despite higher net sales of Cutex nail care products and American Crew men’s grooming products, Revlon’s Portfolio segment net sales in 2019 were $487.8 million, a $76.8 million, or 13.6%, decrease, compared to 2018. The decrease was driven primarily by lower net sales of CND nail products, Almay, Pure Ice and SinfulColors color cosmetics, Mitchum anti-perspirant deodorants, as well as lower net sales of local and regional brands.
Net sales in the company’s Fragrances segment were $453.0 million, a $58.4 million, or 11.4%, decrease, compared to 2018 due to lower over sales and what the company described as weakness in the mass retail channel.
The lone bright spot was Elizabeth Arden segment net sales, which climbed 6.1% to $520.0 million in 2019, a (+$29.8 million) compared to 2018, thanks to higher net sales of Ceramide and Prevage skin care products and certain Elizabeth
Arden-branded fragrances, primarily internationally, partially offset by lower net sales of Elizabeth Arden-branded color cosmetics and certain other skin care products.
Regionally, Revlon’s North American net sales fell $25 million (-4.8%) to $497.2 million. It was a similar story in the International segment with 2019 net sales in 2019 decreasing by $14.4 million, or 3.0%, to $461.6 million however sales in China surged 70%, helped by the online relaunch of Revlon color cosmetics.
On another positive note, the company’s operating income experienced a favorable bounce due to improved efficiencies and the conclusion of the company’s 2018 Optimization Program which delivered $95 million in cost reductions.
After experiencing a Q1 2020 sales decline of 18.1%, Q2 proved no better with a whopping 39% drop in net sales. The Fragrance sector was hit especially hard, with sales dropping 46.6%, sales in the Revlon segment fell 45% and Elizabeth Arden dropped 29.6%. E-commerce grew 58% in comparison to the previous year, accounting for about 18% of Revlon’s total sales, versus 7% for the same three months of 2019.
In February Revlon announced a Transformative 2020 Business Optimization Program, a restructuring plan that would eliminate about 1,000 jobs but generate $200-$230 million in annualized cost reductions by the end of 2022.
“With an improved capital structure, increased liquidity, and more efficient and streamlined business, I am more confident than ever in our ability to take on the opportunities within our industry and continue to deliver for our key stakeholders, global customers and most importantly our deeply dedicated consumers,” commented Debra Perelman.