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Revlon Intro

Revlon Intro

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Revlon
From Wikipedia, the free encyclopediaJump to:navigation,search  Revlon Incorporated
Type
Public( NYSE:REV
 
)
Industry
Cosmetics,skin care,fragrance,  personal care 
Founded
1932
Founder(s)
Joseph &Charles Revson, CharlesLachman
Headquarters
 New York City, New York ,UnitedStates 
Key people
Alan T. Ennis, President and CEO
Revenue
US$1.3 billion
(2009)
[1][2]
 
Operatingincome
 
US$170.8 million
(2009)
[1][2]
 
Net income
US$821.20 million
(2009)
[2]
 
Total assets
 
US$794.20 million
(2009)
[2]
 
Employees
6,800
Parent
 
MacAndrews & Forbes Holdings:60% (74% of votes)FMR Corp.: 20%
Website
http://www.revlon.com/(US)
Revlon
is anAmerican cosmetics,skin care,fragrance, and personal care companyfounded in 1932.
Contents
[hide]
y
 
1 History 
y
 
2 Advertising 
y
 
3 Philanthropy 
 
y
 
4 See also 
y
 
5
References 
y
 
6 External links 
[
edit] History
Revlon was founded in the midst of theGreat Depression, 1932, byCharles Revsonand his  brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlonname.
[3]
Starting with a single product ² a new type of nail enamel² the three founders pooledtheir resources and developed a uniquemanufacturingprocess. Using pigmentsinstead of dyes, Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started sellingthe polishes indepartment storesanddrug stores. In six years, the company became a multimillion dollar organization. By 1940, Revlon offered an entire manicure line, and addedlipstick to the collection. During World War II, Revlon created makeup and related products for the U.S. Army, which was honored in 1944 with theArmy-Navy "E" Awardfor Excellence.By the end of the war, Revlon was listed as one of America's top five cosmetic houses.Expanding its capabilities, the company bought
Graef & Schmidt 
, a cutlery manufacturer seized by the government in 1943 because of German business ties. This acquisition made it possiblefor Revlon to produce its own manicure and pedicure instruments, instead of buying them fromoutside supply sources.In November 19
55
, Revlon went public. TheIPOprice was $12 per share, but it reached $30 per share within 8 weeks.In the 1960s, Revson segmented Revlon Inc into different divisions, each focusing on a differentmarket. He borrowed this strategy fromGeneral Motors. Each division had its own targetcustomer:
y
 
Revlon, the largest and most popular-priced brand
y
 
Princess Marcella Borghese, upscale/international
y
 
Ultima II, premium
y
 
 Natural Wonder , juniors
y
 
Moon Drops, dry skin
y
 
Etherea, hypo-allergenicIn 19
5
7, Revlon acquired
 Kno
mark 
, a shoe-polish company, and sold its shoe-polish lineEsquireShoe Polishin 1969. Other acquisitions, such as
Ty-D-B
ol 
, the maker of toilet cleansers, and a 27 percent interest in theSchick electric shaver company were soon discarded. Evan Picone, awomen's sportswear manufacturer which came with a price tag of $12 million in 1962, was sold back to one of the original partners four years later for $1 million. However, the 1967 acquisitionof U.S. Vitamin and Pharmaceutical Corporation made Revlon a leader indiabetesdrugs.The company began to market its products overseas at the end of the 19
5
0s. By 1962, whenRevlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico, and Asia.
 
Revlon's entrance into the Japanese market was typical of its international sales strategy. Insteadof adapting its ads and using Japanese models, Revlon chose to use its basic U.S. advertising andmodels. Japanese women loved the American look, and the sales for 1962 came to almost $164million.In 1968, Revlon introduced Eterna27, the first cosmetic cream with anestrogenprecursor called
 P 
og 
e
n
iti
n
(pregenolone acetate), as well as introducing the world's first American fashiondesigner fragrance, Norman Norell. Later, Revlon launched
 Bra
 gg 
i
and
 Pub
for men, and a lineof wig maintenance products called Wig Wonder.In 1970, Revlon acquired theMitchumline of deodorants.In 1973, Revlon introducedCharlie. Geared to the under-30 market, Charlie modelShelley Hack   inRalph Laurenclothes, personified the independent woman of the 1970s. This was the first perfume ad to feature a woman wearing pants. Charlie raised Revlon's net sales figures to $
5
06million for 1973 and almost $606 million the following year. Shelley Hack appeared on
Op
rah
in2007 to talk about the power of these Charlie print and commercial ads. Their follow-upfragrance,
 J 
on
u
e
, became the number two best seller.In 1973, modelLauren Huttonsigned an exclusive modeling contact, agreeing to pose for Revlon's Ultima line for $400,000 for two years. She was featured on the cover of  Newsweek for this ground-breaking cosmetics contract.
[4]
Additionally, famed photographer Richard Avedon was signed on as the exclusive photographer for the brand - another cosmetics industry first.
[
5
]
 In 197
5
, Charles Revson died. Michel Bergerac, who Revson had hired as President of thecompany, continued to expand the company holdings. Revlon acquired Coburn OpticalIndustries, an Oklahoma-based manufacturer of ophthalmic and optical processing equipmentand supplies. Barnes-Hind, the largest U.S. marketer of hard contact lens solutions, was boughtin 1976 and strengthened Revlon's share of the eye-care market. Revlon purchased
 Arm
o
u
 P 
harmace
u
tica
o
m
 p
a
n
 y
, a division of Armour and Company, fromThe Greyhound Corporationin 1977. Other acquisitions included the Lewis-Howe Company, makers of 
u
ms
 antacid in 1978. These health-care operations helped sales figures to pass the $1 billion mark in1977, bringing total sales to $1.7 billion in 1979.In the mid-1980s, Revlon lost ground toEstée Lauder . Estee Lauder spent millions of dollars onnumerous magazine ads featuring Czech supermodelPaulina Porizkova, shot by famed Chicagofashion photograhper Victor Skrebneski. Revlon's share dropped from 20 percent to 10 percentof department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell'sCover Girlbrand. Revlon compensated with more acquisitions;Max Factor , Ellen Betrix,Charles of the Ritz,Germaine Monteil,Almay, Fermodyl, Lancaster, Aziza, andHalston. The 1977 acquisition of 
Car 
lo
 s C 
olo
mer 
, a Spanish professional beauty supply distributor, brought
 Ferm
o
dy
and
 Ro
ux
and helped introduce Revlon to the world of ethnic care:
Creme
o
 f  Nat 
u
re
,
 R
ea
istic
,
 L
ov
e
 y C 
olo
and
 Mi
k a
n
d H 
on
ey
. In 1983 the company attempted anunsuccessfulhostile takeover of Gillette. In 1989, Revlon became one of the first companies to replace animal tests with alternative safety testing methods.
[6]
 

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