BOC: Mid-Term

“Revlon was founded in 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the REVLON name. Starting with a single product - a nail enamel unlike any before it - the three founders pooled their meager resources and developed a unique manufacturing process.” (http://www.revlon.com/en/Revlon-Home/Revlon-Corporate/Corporate.aspx) In 1960 Revlon even helped with war efforts by making first aids kit and dye makers for the navy. By the end of the war Revlon was staring to make manicure and pedicure instruments. In the 1950’s Revlon launched a twice a year nail polish and lipstick promotions that would tie in to the seasons fashions. At this time they also turned to T.V. ads to help boost sales. Revlon stared being offered on the New York Stock Exchange (NYSE) in 1956. “Revlon laid the ground work for its highly successful international presence in the 60's, bringing the "American Look" to the rest of the world through advertising featuring U.S. models.” (http://www.revlon.com/en/Revlon-Home/Revlon Corporate/RevlonHistory.aspx#2)

Revlon introduced Charlie in the early 1970’s a fragrance that was designed for a young, working women market. In the mid 70’s Charlie was the number one fragrance in the world. Charlie was such a big hit that in 1977 sales for the fragrance passed $1 billion. Growth for the company happened in the 80’s when the company was sold to MacAndrews & Forbes Holdings, also in this time period Almay was added to the Revlon brand. The 90’s was a big time for Revlon they strengthened their role in the industry and produced the first transfer resistant lip color. The color resistant lip color idea later lead to a line of transfer-resistant line of products, which was named ColorStay. This closed the gap between Revlon and its competitors and they became the number one brand in mass cosmetics. In 1996 Revlon was offered again to the public on the NYSE. “The Company's products are sold worldwide and marketed under brand names, including the Revlon ColorStay, Revlon Super Lustrous and Revlon Age Defying franchises.” (http://topics.nytimes.com/top/news/business/companies/revlon-inc/index.html)

Their competitors are Maybelline, Loreal, and Max Factor. The target market is the Middle American women that doesn’t want or can pay for department store cosmetics. “If you are looking to find makeup that offers both affordability and quality combined into a single makeup brand you should consider looking at Revlon makeup. Because Revlon has been around for many years most women are familiar with the brand.” (http://revloncosmetics.net/) “Revlon products are primarily sold by mass merchandisers and drugstores such as CVS, Target, Shoppers Drug Mart, A.S. Watson, Boots, and Wal-Mart (its biggest single customer, accounting for some 20% of sales).” (http://biz.yahoo.com/ic/48/48062.html)

Revlon has had several celebrity endorsmets such as Jessica Alba, Jessica Biel, Eva Mendes, and Julianna Moore just to name a few. Revlon even has a pro website which I found interesting it reminds me how the big makeup tycoon MAC has a whole pro line. Unlike MAC though Revlon’s pro sight features hair care and not makeup.