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Business Editors
NEW YORK--(BUSINESS WIRE)--April 2, 2004
Continuing decades of leadership and innovation in beauty, Revlon(R) (NYSE:REV) announces
the launch of a new integrated advertising campaign. Through the art of storytelling, the
campaign brings the brand's "confident sexy" positioning to life, and creates an emotional
connection that underscores the way women feel about using Revlon's beauty products.
This global, multi-media campaign was created by Revlon in collaboration with the Company's
agency of record Deutsch Inc., and will feature traditional and non-traditional media placement
in print, television, theatrical, outdoor and Internet venues. For the first time, Revlon's celebrity
spokespeople, Halle Berry, Julianne Moore, Eva Mendes and Jaime King, will be featured
together in one campaign.
"Beauty is equal parts science and dream. Consumers tell us that they love our products because
of what they do, and how they make them feel," shares Stephanie Klein Peponis, Executive Vice
President and Chief Marketing Officer. "This advertising campaign makes you want to feel the
way Halle, Julianne, Eva, and Jaime feel - confident, sexy, wonderful."
A story in four parts, the campaign follows moments in the lives of four distinctive women, and
the co-starring role of their favorite Revlon products. From a bookstore to a flower market to a
hotel suite, the individual stories intersect as each woman receives a message and embarks on a
journey. The campaign epitomizes the individual beauty and confidence of these women as they
go from place to place, experience to experience, drawing in the viewer and connecting them to
the story. Key elements that convey Revlon's heritage and association with the color red -
Julianne Moore's red umbrella, Eva Mendes' red bicycle, Halle Berry's long red leather gloves
and Jaime King's red book - are playfully intertwined within the story. The richly layered and
sensuous mood culminates when each woman arrives at a shared destination.
"Revlon has a great heritage of glamour, sexiness and confidence," states Kathy Delaney,
Managing Partner and Executive Creative Director of Deutsch Inc. "Revlon wanted this new
campaign to embody all those core equities but strongly emotionally connect with women today.
In a sea of sameness where everyone else is mired in the claim game, the campaign breaks the
mold and connects with consumers in a way nobody else is," concludes Delaney.
REVLON BRANDING CAMPAIGN INCLUDES:
Television & In-Theater:
The television and in-theater campaign will deliver the Revlon "confident sexy" message while
positioning the brand as "hero," and the product as co-star. Beautiful product images, as well as
illustrated product benefits, are woven into each spot in a way that is organic to the storyline. For
example, Halle's Colorstay Overtime Lipcolor doesn't come off on her cup, and Eva's ColorStay
Stay Natural Makeup is untouched by her fingertips and the falling cherry blossoms.
Commercials in :30 and :15 second spots will begin airing April 5, 2004 on national television
and cable networks. A two-minute mini-movie will air during the season premiere of the ABC
television series "The Bachelor" on April 7, 2004. The four-part television campaign, directed by
Academy Award nominated director and writer Scott Hicks, will air in its entirety in a two-
minute mini-movie format in theaters - kicking-off in New York City on April 2nd and rolling-
out nationwide on April 23rd to the top 10 markets including Los Angeles, Dallas, Boston,
Philadelphia and Chicago. The highly seductive music for the campaign is "Bellisimo" by San
Ilya.

Print & Outdoor:

The print campaign was shot by legendary fashion photographer Peter Lindbergh. The concept
was to extend the cinematic image into a print campaign that would capture the mood and
narrative of the television commercials. Notably, this is the first time in decades that four Revlon
spokespeople appear together in the same campaign.
The print campaign launched on April 1, 2004 on a billboard in the heart of Times Square, and
will be there through the end of May. The billboard is a branded photograph that will feature all
four of Revlon's celebrity spokespeople in a larger than life portrait overlooking Broadway.
Print, with beautiful product shots and key benefits, will start appearing in May 2004
publications with insertions in approximately 15 beauty and lifestyle magazines.
Products supported throughout the print, television and in-theater campaign include: Revlon
Super Lustrous(R) Lipstick, NEW Super Lustrous(R) Lipgloss, LipGlide, LipGlide Sheer,
ColorStay Overtime Lip Color, NEW Complexion One-Step Compact Makeup, ColorStay Stay
Natural Makeup and Lash Fantasy Mascara.
Internet:
The campaign will be featured on www.revlon.com in early April. The print ads, two-minute
campaign and information about the products used to get the beauty looks will be accessible on-
line as well as the biographies of the director, director of photographer and photographer. On
www.msn.com, the two-minute movie appearing in theatres will run when visitors first log on to
the site
Revlon is one of the world's best-known cosmetics companies, operating primarily
in the upper mass-market segment. The company made its name back in the 1930s
and 40s after causing a sensation with the first coloured nail varnish, followed by
matching lipsticks. It has remained one of America's foremost cosmetics brands
ever since, adding Almay to its portfolio in the 1980s. However it has been under
intense competitive pressure for several years from larger multinationals such as
L'Oreal and Procter & Gamble. Only its effective ownership by playboy investor Ron
Perelman has prevented it from being snapped by a larger company. That remains a
distinct possibility should Perelman ever tire of his glamorous plaything

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accounts in which countries for major markets.

Revlon Inc.

Address:
237 Park Avenue
New York, New York 10017
U.S.A.

Telephone: (212) 527-4000

Toll Free: 800-473-8566
Fax: (212) 527-4995
http://www.revlon.com

Statistics:
Public Company
Incorporated: 1933 as Revlon Products Corporation
Employees: 6,100
Sales: $1.29 billion (2003)
Stock Exchanges: New York
Ticker Symbol: REV
NAIC: 32562 Toilet Preparation Manufacturing

Company Perspectives:
Revlon strives to create and develop the most consumer-preferred brands; to be the
most valuable partner to our retail customers; and to profitability grow the business
and its value for our stakeholders.

Key Dates:
1932: Brothers Charles and Joseph Revson and Charles R. Lachman establish
Revlon.
1935: The company's first ad appears in The New Yorker magazine.
1940: Lipstick is added the company's product line.
1955: The company changes its name to Revlon Inc. and goes public.
1966: U.S. Vitamin & Pharmaceutical Corporation is acquired.
1970: Mitchum Co. is purchased.
1973: The Charlie fragrance is launched.
1985: Revlon is sold to Pantry Pride, a subsidiary of Ronald Perelman's MacAndrews
& Forbes Holdings, and becomes a private company.
1994: ColorStay lipstick is introduced.
1996: Revlon makes an initial public offering of stock.
2000: The company's professional products line is sold.

Company History:

Revlon Inc. operates as one of the world's leading cosmetics companies and markets its products
in over 100 countries under such familiar brands as Revlon, ColorStay, Age Defying, Almay,
and Skinlights. Revlon also sells skin care products (Ultima II, Vitamin C Absolutes, Eterna 27),
fragrances (Charlie), and personal care products (High Dimension, Flex, Mitchum, Colorsilk).
Ronald Perelman, who gained control of the company in a nasty hostile takeover in 1985, owns
approximately 83 percent of Revlon.
A Nail Polish Company Is Founded in 1932
Revlon's first beauty item was nail enamel. Opaque and long-lasting, it was an improvement over
the more transparent, dye-based products of other manufacturers. Revlon's nail polish owed its
superiority to the use of pigments, which also allowed a wider color range than the light red,
medium red, and dark red then available. Initially, the revolutionary "cream enamel" came from
the tiny Elka company, in Newark, New Jersey, a polish supplier to beauty salons for whom
Charles Revson began to work as a sales representative in 1931. Charles Revson and his older
brother Joseph distributed Elka nail polish as Revson Brothers. Within a year, however, Charles
Revson decided to open his own nail polish company, going into partnership with his brother and
a nail polish supplier named Charles R. Lachman, who contributed the "l" to the Revlon name.
Revlon was formed on March 1, 1932.
Revson had a keen fashion instinct, honed by his seven years of sales experience at the Pickwick
Dress Company in New York. Coupling this with his experience at Elka, he noted that the
permanent wave boom was making beauty salons more popular and that demand for manicures
was rising in tandem. He therefore targeted beauty salons as a market niche--a fortunate choice
whose importance would grow.
Within its first nine months, the company boasted sales of $4,055. There was a sharp rise in sales
to $11,246 in 1933, the year the company incorporated as Revlon Products Corporation. At the
end of 1934, the company had grossed $68,000. By 1937, sales multiplied more than 40 times. In
that year, Revson decided to enlarge his market by retailing his nail polish through department
stores and selected drugstores. This gave him access to more affluent customers as well as those
with a moderate amount of money to spend on beauty products. Formulating a maxim he
followed for the rest of his life, Revson steered clear of cut-rate stores, selling his product only at
premium prices.
Advertising helped Revson stick to this rule. Its use was a fateful step for the industry; never
again would major cosmetics companies attempt to sell beauty items without it. Revson began by
labeling his nail enamels with evocative names such as Fatal Apple and Kissing Pink, which
served both to describe a particular color while offering the promise of novelty at the same time.
The company's first commercial advertisement appeared in The New Yorker in 1935. Aimed
carefully at the upper-income clientele Revson was trying to attract, the advertisement came with
a price tag of $335, constituting Revlon's entire advertising budget for the year.
By 1940, Revlon had a whole line of manicure products. Lipstick, Revlon's next major item,
appeared in 1940. A perfectionist by nature, Revson made sure that its quality was the best he
could produce. Its introduction was marked by a full-color advertising campaign stressing the
importance of cosmetics as a fashion accessory and featuring the novel idea of "matching lips
and fingertips." The campaign's success showed in the 1940 sales figures; reaching $2.8 million,
they more than doubled those of 1939.
World War II brought shortages of glass bottles and metal lipstick cases. Paper had to be
substituted. Also in short supply were aromatic oils, fixatives, and packaging materials, which
had previously been imported from Italy, Ethiopia, and France. Since the shortages affected the
entire industry, secrecy was replaced by mutual cooperation, new synthetics and domestic
sources of supply were shared, and a new U.S. aromatics industry was born.
During wartime, patriotic activities replaced expansion. In addition to cosmetics, Revlon turned
out first-aid kits, dye markers for the navy, and hand grenades for the army. Characteristically,
Revson's military products were the best his company could produce. His attention to detail was
rewarded in 1944 with an army-navy production award for excellence.
By the end of the war, Revlon listed itself 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. Costing $301,125, this acquisition
made it possible for Revlon to produce its own manicure and pedicure instruments, instead of
buying them from outside supply sources.
Postwar Promotions and Growth
Postwar sales strategy, too, was influenced by increases in spending and department store credit
sales. Returning interest in dress sparked the company's twice-yearly nail enamel and lipstick
promotions, which were crafted in anticipation of the season's clothing fashions. Each promotion
featured a descriptive color name to tempt the buyer, full-color spreads in fashion magazines,
color cards showing the range of colors in the promotion, and display cards reproducing or
enlarging consumer ads. Packaging was designed specifically for each line.
The Fire and Ice promotion for fall 1952 was one of the most successful. Its features included the
cooperation of Vogue magazine, which planned its November issue around the lipstick and nail
enamel, "push" money given to demonstrators in stores without Revlon sales staff to insure full
retail coverage, and radio endorsements written into scripts for performers such as Bob Hope and
Red Skelton. These efforts produced excellent publicity and helped to raise 1952 net sales to
almost $25.5 million.
The company received its next boost from its 1955 sole sponsorship of the CBS television show
The $64,000 Question. Though initially reluctant to go ahead with this project, Revson was
persuaded by the success of rival Hazel Bishop, whose sponsorship of This is Your Life was
providing serious competition for Revlon's lipsticks. Attracting a weekly audience of 55 million
people, The $64,000 Question topped the ratings within four weeks of its debut. Revlon's
advertising budget for the year, $7.5 million, proved Charles Revson's adage that publicity had to
be heavy to sell cosmetics; as a result of the television show, sales of some products increased
500 percent, and net sales for 1955 grew to $51.6 million, from $33.6 million one year
previously.
In November 1955, an allegation of wiretapping was filed against Revlon by Hazel Bishop. In
testimony given in a hearing before the New York State Legislative Committee to Study Illegal
Interception of Communications, the charge was denied by Revlon controller William Heller,
who nevertheless admitted "monitoring" employees' telephones for training purposes.
Underscoring the denial of Hazel Bishop's charges, a Revlon attorney added a denunciation of
wiretapping for industrial espionage and promised cooperation in efforts to stop it.
Also in November 1955, Revlon reorganized as Revlon, Inc. A month later, in December 1955,
the company went public. Initially offered at $12 per share, Revlon stock reached $30 within
weeks, and the company was listed on the New York Stock Exchange at the end of 1956.
Meanwhile, the success of The $64,000 Question soon spurred a spinoff called The $64,000
Challenge. The two shows helped to raise the company's net sales figures to $95 million in 1958
and to $110 million in 1959. The three-year bonanza came to an end, however, in 1959, amid
charges that both shows had been rigged. At the resulting congressional hearings, the shows'
producers and the Revsons blamed each other. Nevertheless, the committee's verdict cleared
Revlon of any blame in this matter.
A Segmented Product Line in the 1960s
As the 1960s began, Charles Revson became aware that his company was in danger of locking
itself into a narrow, upper-middle-class image that could restrict sales. To avoid this, he
borrowed a technique from General Motors and segmented his product line into six principal
cosmetics houses, each with its own price range, advertising program, and image. Princess
Marcella Borghese aimed for international flair, Revlon was the popular-priced house, Etherea
was the hypoallergenic line, Natural Wonder served youthful consumers, Moon Drops catered to
dry skins, and Ultima II offered the most expensive products. Top-priced lines were sold only in
department stores, while others were available in other outlets. This strategy allowed the
company to cover a wide market area without in-house conflict.
Early attempts to diversify into other fields were unsuccessful. For instance, Knomark, a shoe-
polish company bought in 1957, sold its shoe-polish lines in 1969. Other poorly chosen
acquisitions, such as Ty-D-Bol, the maker of toiler cleansers, and a 27 percent interest in the
Schick electric shaver company were also soon discarded. Evan Picone, a women'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.
The company's first successful acquisition came in January 1966, when Revson bought U.S.
Vitamin & Pharmaceutical Corporation in exchange for $67 million in Revlon stock. The buyout
brought Revlon a company with annual sales of $20 million, most of them coming from a drug
used to treat diabetes. Within a year, U.S. Vitamin proved its worth with its acquisitions of
Laboratorios Grossman, a Mexican pharmaceutical company, as well as comparable concerns in
Argentina and Chile. In 1971, Revson traded U.S. Vitamin's diabetes drug and $20 million cash
for a group of drugs Ciba-Geigy was required to divest for antitrust reasons. Another U.S.
Vitamin acquisition was Nysco Laboratories and its Nyscap process for timed-release
medication. This, in turn, led to the introduction of vasodilation drugs. Fully disposable
injectables, introduced in 1968, also came from U.S. Vitamin.
The company had begun to market its products overseas at the end of the 1950s. By 1962, when
Revlon 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. Instead
of adapting its ads and using Japanese models, Revlon chose to use its basic U.S. advertising and
models. Japanese women loved the American look, and the success of this bold approach was
reflected in the 1962 sales figures, which were almost $164 million.
By 1967, expanding worldwide markets produced sales of $281 million, showing a 5.7 percent
increase over the figure of almost $266 for 1966. Planning further expansion, Revlon spent $12.5
million on improvements to existing facilities plus a new cosmetics and fragrance manufacturing
plant in Phoenix, Arizona.
During the 1960s, the company consisted of four divisions: International, Professional Products,
Princess Marcella Borghese, and U.S.V. Pharmaceutical. In 1968, Revson decided to add two
more divisions: Cosmetics and Fragrances, headed by Joseph Anderer, and the Revlon
Development Corporation, which was headed by Evan William Mandel and concerned chiefly
with long-range planning concepts and strategies for marketing opportunities.
Acquisitions and Restructuring in the 1970s
The 1970s began with annual sales of about $314 million. The Cosmetics and Fragrances
division, its six lines separately aimed, advertised, and marketed, was the industry leader in all
franchised retail outlets. Revlon fragrances, such as Norell and Intimate for women and Braggi
and Pub for men, had also become familiar to U.S. consumers. Revlon also had a new line of
wig-maintenance products called Wig Wonder.
An important 1970 acquisition was the Mitchum Company of Tennessee, makers of
antiperspirants and other toiletries. Mitchum joined the Thayer Laboratories subsidiary, formerly
Knomark. Mitchum-Thayer division's widely publicized products required a 1971 advertising
budget of $4 million.
In 1973, Revlon introduced Charlie, a fragrance designed for the working woman's budget.
Geared to the under-30 market, Charlie models in Ralph Lauren clothes personified the
independent woman of the 1970s. Charlie was an instant success, helping to raise Revlon's net
sales figures to $506 million for 1973 and to almost $606 million the following year.
High profits notwithstanding, 1974 was a difficult year. Charles Revson was diagnosed with
pancreatic cancer. Determined to leave a worthy successor, he picked Michel Bergerac, a
president of International Telephone and Telegraph's European operations. Terms of Bergerac's
contract included a $1.5 million signing bonus, an annual salary of $325,000 for five years,
bonuses, and options on 70,000 shares.
Company profitability was Bergerac's chief interest. Impressed with Revson's experienced
management team, he induced them to stay by introducing the Performance Incentive Profit
Sharing Plan, which allotted each executive points based on profit objectives achieved for the
years 1974 to 1976. He also cut company spending with tighter inventory controls and instituted
an annual savings of $71.5 million by the elimination of 500 jobs. Bergerac installed a
management-information system requiring that all managers report monthly on problems, sales,
and competition.
Through acquisitions, Bergerac tried to reduce Revlon's dependence on the increasingly crowded
cosmetics market. His first major purchase came in 1975. Coburn Optical Industries was an
Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies
which cost 833,333 Revlon common shares. Barnes-Hind, the largest U.S. marketer of hard
contact lens solutions, was bought in 1976 and strengthened Revlon's share of the eye-care
market. Other acquisitions included the Lewis-Howe Company, makers of Tums antacid,
acquired in 1978, and Armour Pharmaceutical Company, makers of thyroid medicines, acquired
in 1977. These health-care operations helped sales figures to pass the $1 billion mark in 1977,
bringing total sales to $1.7 billion in 1979.
By the late 1970s, company pharmaceutical research and development had extended into plasma
research and new drugs for the treatment of osteoporosis and hypertension. The markets for soft
contact lenses and their rinsing solutions were also growing. Bergerac compounded a successful
1979 by buying Technicon Corporation, a leading maker of diagnostic and laboratory
instruments for both domestic and international markets, in 1980.
During the mid-1970s, Bergerac also organized the six cosmetics lines into three groups for
easier administration. Revlon, Moon Drops, Natural Wonder, and Charlie now belonged to group
one. Group two was comprised of Flex hair-care products and other toiletries, while group three
included Princess Marcella Borghese and Ultima II, the prestige cosmetic brands sold in upscale
department stores. The domestic cosmetics operations also included the government sales
division, carrying almost all the beauty lines through military exchanges and commissaries in the
United States and overseas. By the mid-1980s, Revlon's health-care companies, rather than
Revlon's beauty concerns, were innovating and expanding. Reluctant to initiate beauty-product
development or department store promotions, Revlon lost ground to Estée Lauder, a privately
held company whose marketing strategy of high prices with accompanying gifts had earned it
almost universal center-aisle department store space. This caused Revlon's share to drop from 20
percent to 10 percent of department store cosmetics sales.
Drugstore and supermarket sales were also suffering; Natural Wonder, a low-priced line, lost 24
percent of its supermarket volume in 1983 alone, and competitor Noxell's inexpensive Cover
Girl line was claiming more drugstore sales. Comparisons of profits from total operations told
the story: $358 million in 1980 sank to $337 million in 1981, which fell to $234 million by 1982.
1985 Takeover
By 1984, industry analysts believed that Revlon would be worth more if it were broken up and
sold. Within a year, this opinion was borne out by a takeover bid from the much smaller Pantry
Pride, a subsidiary of Ronald Perelman's MacAndrews & Forbes Holdings. In defense, Bergerac
accepted a $900 million offer for the cosmetics businesses from Adler and Shaykin, a New York
investment company. The rest of Revlon was to go to Forstmann Little & Company, a
management buyout corporation, for about $1.4 billion. These sales, however, were disallowed
by a Delaware judge, who ruled that the deal was not in Revlon's shareholders' best interests. On
November 5, 1985, at a price of $58 per share, totaling $2.7 billion, Revlon was sold to Pantry
Pride, becoming a private company and giving the name of Revlon Group to the former Pantry
Pride. The highly leveraged buyout--engineered with the help of junk bond king Michael P.
Milken--saddled Revlon with a huge $2.9 billion debt load, which was an albatross around the
company's neck for years to come.
Perelman immediately began to divest the company of the healthcare businesses. By 1987, only
National Health Laboratories remained. By the end of 1988, Perelman had recovered $1.5 billion
of his borrowed funds, partly by selling the eyecare businesses to the British firm of Pilkington
for $574 million.
Divested companies were replaced with others geared to the Perelman objective--restoring the
luster to the original beauty business. Costing about $300 million, Max Factor joined the Revlon
lineup in 1987, along with its Halston perfume and its Almay toiletries. Other newcomers were
Yves Saint Laurent fragrances and cosmetics; Charles of the Ritz, Germaine Monteil, and
Alexandre de Markoff followed soon after. In 1989, Perelman spent another $170 million to
acquire Betrix, a German makeup and fragrance maker.
Other innovations of the 1980s meshed with national trends. The concern of a burgeoning older
population with health and fitness led to wider company research on skin-care products as well
as on makeup. International concerns for animal rights found a response in Perelman's Revlon,
which abandoned the Draize test in 1989 after closing its animal testing center in 1986. Revlon
also sought to improve the company image when it signed supermodels Cindy Crawford and
Claudia Schiffer for its advertising in the late 1980s and early 1990s.
During the late 1980s, fears of an approaching recession made bankers generally wary of highly
leveraged transactions, and Revlon's junk bonds began to lose value. Internal problems stemmed
partly from the department store market, where an attempt by Revlon to economize by grouping
its Ritz, Monteil, and Borghese prestige brands at one counter failed. Other problems included
the introduction of No Sweat, a deodorant which, despite its $12 million introductory advertising
budget, failed to garner market share; the reformulation of Flex, a popular shampoo which lost
market share when Revlon introduced a new formula with new packaging and a higher price; and
a 2 percent shrinkage in the fragrance market that affected the entire industry.
Turning the Corner in Mid-1990s
By 1990, Revlon held only 11 percent of the U.S. mass-market cosmetics market. Losses were
mounting year after year thanks in large part to the money that had to be spent each year to
service the debt. In 1991 alone, $131.6 million went toward debt service, contributing to an
operating loss of $241.7 million ($226.9 million of which stemmed from extraordinary
restructuring charges). Perelman was forced to sell still more assets to keep Revlon from
defaulting on its loans.
In addition to selling 80 percent of National Health Laboratories by 1992, Perelman had to also
sell off some assets from the core cosmetics area. In 1991, Max Factor and Betrix were sold to
Procter & Gamble for $1.14 billion in cash. Sold off the following year were the high-end
Halston and Princess Marcella Borghese brands. Unfortunately for Perelman, such moves were
not enough to gain the confidence of Wall Street. In 1992, Perelman tried to sell 11 million
shares of Revlon stock in an initial public offering (IPO) at about $18 to $20 per share. The IPO
failed, a victim of a sluggish stock market, poor Revlon earnings, and the huge debt that
continued to weigh down the cosmetics giant.
To shore up sagging sales, Revlon CEO Jerry Levin boosted Revlon's advertising budget by 25
percent in 1992 to $200 million. Much of this money was spent on television advertising, with
less spent on print ads and in-store promotions than in the past. While the Revlon line was
promoted in this fashion and through mass-market retailers, the company's only remaining
premium brand, Ultima II, was shifted down from upscale stores to JC Penney and Dillard's
department stores. Early indications were positive for these moves as overall market share for the
Revlon Group hit 14.7 percent in 1992. By 1993, the company was finally able to report
operating income--$51.5 million--although debt service remained high at $114.4 million.
Meanwhile, the company started to develop successful new products. The ColorStay line of
longlasting cosmetics was introduced in 1994 with the debut of ColorStay lipsticks, which soon
captured the top spot in its category. The Age Defying line of cosmetics for women over 35 soon
followed and also proved popular. By 1995, overall market share had reached 19.4 percent and
what Advertising Age called the "reborn cosmetics juggernaut" unseated Maybelline from the
number one position in cosmetics. Net sales were improving steadily from $1.59 billion in 1993
to $1.73 billion in 1994 to $1.94 billion in 1995. In addition, while debt service remained high
($137.7 million in 1995), it was finally exceeded by operating income ($145.1 million).
Backed by what was clearly a remarkable, though long-in-coming turnaround, Perelman felt
confident enough to try another initial public offering in early 1996. This time he succeeded, and
Revlon once again became a public company, although Perelman retained 99.7 percent of the
voting stock. About 15 percent of overall shares were sold in the initial public offering, raising
about $150 million.
Financial Woes in the Late 1990s and Beyond
Revlon's turnaround was short-lived, however, and by the late 1990s the company was plagued
with problems. Losses began to pile up, due in part to intense competition, dwindling shelf space
in stores, inventory overstock, and problems overseas. Saddled by over $2 billion in debts,
Perelman announced that he was looking for a buyer for Revlon. He was unable to strike a deal,
however, and instead began selling off parts of the company. He sold Revlon's professional
products business and its Plusbelle line in 2000 and divested the Colorama brand the following
year.
CEO Jeff Nugent resigned in 2002, leaving Coca-Cola executive Jack Stahl at the helm of
Revlon. Losses continued to mount as the new CEO and his team worked to save Revlon from
bankruptcy. Overall, sales had fallen by 40 percent since 1998 as competitors stole market share.
To make matters worse, cosmetic sales at drugstores, supermarkets, and discount stores had
slowed significantly over the past several years. Perelman set plans in motion to bail out the
company, offering a cash infusion of $150 million in 2003 to help eliminate some of the firm's
debt.
In an attempt to bolster Revlon's sales, the company launched an expensive marketing campaign
featuring Hollywood stars Halle Berry and Julianne Moore. Market share for Revlon and Almay
increased slightly, and the company posted a 16 percent increase in sales as a result. While the
company focused on strengthening its brands, restoring growth, building stronger relationships
with its retail partners, and revamping the organization as a whole, Stahl continued to have his
work cut out for him. A November 2003 Business Week article stated, "Today, the company isn't
making a dime--and Stahl can't get away with that for long. Sales may be rising, but only
because of a pricey ad blitz that some outside Revlon think is unsustainable." Indeed, without the
financial backing of Perelman and potential debt-for-equity transactions that would reduce
Revlon's debt, the company faced a long road of financial difficulties.
In late 2003, the company launched Destination Model, a business plan designed to get profits
back on track. The model's strategies were based on improving promotional and advertising
success, reducing manufacturing and supply chain costs, and developing successful new products
while effectively managing current products. Despite its financial position, Revlon management
remained optimistic about its future. Regardless of what happened in the years to come, Revlon's
brands would no doubt continue to be recognized across the globe.
Principal Subsidiaries: Almay, Inc.; Charles of the Ritz Group Ltd.; Charles Revson Inc.;
Cosmetics & More Inc.; North America Revsale Inc.; PPI Two Corporation; Revlon Consumer
Corporation; Revlon Consumer Products Corporation; Revlon Development Corporation; Revlon
Government Sales, Inc.; Revlon International Corporation; Revlon Products Corporation; Revlon
Real Estate Corporation; RIROS Corporation; RIROS Group Inc.; RIT Inc.
Principal Competitors: L'Oréal SA; The Proctor & Gamble Company; Unilever NV.
of the

sales promotions, and public relations" (Dominick, 398). In order for a company to succeed, it is almost
necessary for them to advertise their product.
Now the question of how advertising came to be and the evolution of its purposes arises. Though it would
be quite impossible to give any exact idea as to the period when the first advertisement of any kind made its
first appearance, there is no doubt of advertising first occurring in the earliest
"Basic History Overview"

Wal-Mart's history is one of innovation, leadership and success. It started with a single store in Rogers, Arkansas in
1962 and has grown to what is now the world's largest - and arguably, the most emulated - retailer. Some researchers
refer to Wal-Mart as the industry trendsetter. Today, this retailing pioneer has annual revenues of over $100 billion,
3,000 stores and more than 750,000 employees worldwide. Wal-Mart operates each store, from the products it
stocks, to the front-end equipment that helps speed checkout, with the same philosophy: provide everyday low prices
and superior customer service. Lower prices also eliminate the expense of frequent sales promotions and sales are
more predictable. Wal-Mart has invested heavily in its unique cross-docking inventory system. Cross docking has
enabled Wal-Mart to achieve economies of scale which reduce its costs of sales. With this system, goods are
continuously delivered to stores within 48 hours and often without having to inventory them.

Sorted by: Relevancy | Newest first | Oldest first

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Results per page:

UK lipstick innovation fuels market growth.(includes related article on Revlon

promotion)
Cosmetics International; May 25, 1995; 700+ words ...more than 50 per
cent of sales. Boots own label is...obvious distribution and promotion
advantages and its high...3.5 per cent, and Revlon, from 4 per cent to...has
seen imprerssive sales results in both its original...Crew'. Says National
Sales Manager Bebe Hayhurst...

CINDY CRAWFORD, GOODTIMES HOME VIDEO AND REVLON ANNOUNCES CROSS-

PROMOTION CAMPAIGN FOR 'CINDY CRAWFORD/SHAPE YOUR BODY WORKOUT' VIDEO
PR Newswire; July 27, 1992; 700+ words ...GOODTIMES HOME VIDEO AND REVLON ANNOUNCE
CROSS- PROMOTION CAMPAIGN FOR 'CINDY...Advertising and Cross-Promotion Campaign To
Support...advertising and cross-promotion campaign in support...intended to support sales from
the launch through...
Revlon Selects Dendrite International as its Sales Force Automation -SFA- Provider.
Business Wire; October 12, 2000; 700+ words ...DRTE), announced that Revlon France has
selected Dendrite International's sales force automation (SFA...R), to support its sales and
marketing initiatives...greater control of the sales cycle by providing sales...effective marketing
and sales promotions. "We are extremely...

Revlon set to roll out fall color cosmetics line. (Marketplace 2002/Corporate Profiles).
(Brief Article)(Product Announcement)
Chain Drug Review; June 24, 2002; 700+ words NEW YORK--Revlon Inc. is poised to roll...three
new products. Revlon Eye Glossing enhances...support, in-store promotions, an on-line
component...the proceeds from the sale of each product in the...September 11. In a unique
promotion Revlon's Almay unit...K cereal boxes. The ...

Revlon revamps face makeup. (new formulations and packaging for cosmetics)
Chain Drug Review; February 26, 1990; 700+ words Unveils new compacts Revlon revamps
face makeup NEW...is upon us, and so is Revlon Inc.'s "Face Up to...shade enhancement to
promotion. Revlon designed the relaunch...customers at the point of sale through full-color...

Revlon cuts should help stem losses.

Cosmetics International; November 25, 2000; 483 words Revlon has released its
third...cutting measures. Net sales for the third quarter...Foundation, as well as the Revlon
Streetwear Autumn promotion. Revlon president and...back our level of trade promotions to
reflect this approach...for future growth in sales and profits." These...

Revlon Creates New Global Management Structure.

PR Newswire; February 3, 2000; 700+ words ...Heads of Skin Care, Revlon and Almay Brands
Named...3 /PRNewswire/ -- Revlon, Inc. (NYSE: REV...structure designed grow Revlon's global
business by...head of marketing and sales promotion for Revlon color, fragrance...

Revlon lops $10 million from Oscar ad package.(Brief Article)

Advertising Age; February 28, 2000; Friedman, Wayne Cardona, Mercedes; 700+ words Revlon
is slicing its commitment...media buy with off-air promotions and sweepstakes. But...Academy
Awards-related promotion plans. Revlon has had...Fourth-quarter net sales were down 48.3%
to...1 million, and 1999 sales dropped 17.4% to...explored several asset sales in 1999. In ...

Star Power Attracts Buyers.(Revlon Inc.)(Brief Article)

Mass Market Retailers; May 14, 2001; 394 words ...such stars for such promotions. Revlon
Inc., widely regarded...supermodels in its brand promotions, last month replaced...Fabulous lip
cream. Revlon hopes this will refocus...reverse its recent loss of sales and market share to...

Revlon Awards Advertising for New Product Launch to Kirshenbaum Bond & Partners.
PR Newswire; November 3, 2000; 630 words kbp to Launch Revlon Skinlights(TM) Face...3
/PRNewswire/ -- Revlon (NYSE: REV) today announced...product advertising, and promotions for
Revlon Skinlights(TM) Face...will be available for sale in the U.S. in January...

Revlon Reports Record Second Quarter Results

PR Newswire; July 29, 1997; 700+ words ...29 /PRNewswire/ -- Revlon, Inc. (NYSE: REV...quarter
of growth in net sales, operating income and...the prior year. Net sales were $572.2 million...In
the U.S., net sales grew by 17.1% to...Revlon's summer shade promotion, and StreetWear,
Revlon...

How Ronald Perelman Is Putting Revlon's Best Face Forward

The Washington Post; June 9, 1992; ALLAN SLOAN; 700+ words ...something up, the Revlon
folks who do customer...pending Revlon sale would give Perelman...Industries. The formal
promotion program for Revlon...name is now New Revlon Inc., but it will be renamed Revlon
Inc. just before the stock sale is consummated...

THE MARKETING 100: REVLON TOP SPEED: TANYA MANDOR

Advertising Age; June 29, 1998; Cleland, Kim; 417 words ...connecting with women, Revlon
Cosmetics USA last year...Tanya Mandor, exec VP at Revlon. "There was a trend...purchase and
cross-promotions with other Revlon products...an 11.1% share with sales of $40 million in
the...sandals for boosting sales of not only Top Speed...
Revlon: the authority on color cosmetics.
Chain Drug Review; March 13, 1995; Hall, Jack; 700+ words ...all drug chains, and Revlon is
utilizing increasingly...planning and achieving sales and profit goals...shelf management and
promotion merchandising techniques...also opens the door to promotion optimization...shelf
management, promotion and partnerships...displays, in-store ...

NEW HAIR COLOR LEADS REVLON ONSLAUGHT: SUPER LUSTROUS LINE WILL BE
HAIRCARE MARKETER'S 5TH.
Advertising Age; January 25, 1999; Cardona, Mercedes M.; 482 words Revlon is expected to
unveil...to stave off sagging sales. This month, the...will be supported by a promotion tied to
the 25th anniversary...Glowtion brands. NEEDS SALES LIFT Revlon is banking...new products to
lift sales. The company reported...

Revlon.(Brief Article)
Soap & Cosmetics; April 1, 1999; 219 words ...attempt to pick up lagging sales, Revlon has
launched Super Lustrous...which is being supported by a promotion tied to the 25th anniversary
of Revlon's sponsorship of the Academy...makeup line and extensions of Revlon's Almay and
Ultima II Glowtion...

REVLON CUTS MAGAZINE SPENDING 25%.

Advertising Age; March 15, 1999; Cardona, Mercedes M.; 601 words Revlon has changed the
complexion...board, a reaction to a sales and profit slump that...Revlon's total ad and
promotion spending has slowed...1999. Revlon's net sales rose only 0.6% in...17 in 1998, and
sales should rise as it introduces...

Revlon introduces Fire & Ice fragrance.

Chain Drug Review; April 25, 1994; 700+ words NEW YORK - Revlon Inc. is putting
its...fragrance will mean to Revlon," says executive vice...Revson in the 1950s, was Revlon's
first classic shade...increase foot traffic and sales for retailers. The new...Revlon's holiday shade
promotion in November will feature...

Revlon Reports Record Third Quarter Results Market Share Momentum Continues
PR Newswire; October 29, 1997; 700+ words ...the impact of the merger of Revlon's Prestige
Fragrance and...ColorStay Haircolor, drove sales up. Stone Edge, Revlon's fall shade
promotion, Line and Shine, a lip...franchises also contributed to sales gains for the quarter.
Net...
Revlon in major UK brand activity.
Cosmetics International; May 10, 1992; 700+ words Revlon is extremely busy
this...something which, Revlon says, help it to...and price-related promotions in-store. The
second...include a Try-Me-Free promotion running until the end...premier consultants". Sales-
linked promotions are being consolidated...

Advertising
Up until the 1940s, Revlon's magazine ads were drawn by hand and mostly in black and white.
Beginning in 1945, Revlon began launching full-color photographic advertisements in major
magazines and stores across the country. Revlon introduced matching nail polish and lipsticks
with exotic and unique names. These ads were taken by the top fashion photographers of the day
including Richard Avedon, Cecil Beaton, and John Rawlings. Some of these ads were for "Paint
the Town Pink" and 1945's "Fatal Apple" with Dorian Leigh. In 1947 Revlon introduced
"Bachelor's Carnation" and in 1948, "Sweet Talk".
In 1950, Revlon introduced a red lipstick and nail enamel called "Where's the Fire?" Revlon used
the word "fire" again later in their "Fire and Ice" ads. One of the world's first supermodels,
Dorian Leigh, starred in some of Revlon's most memorable advertisements of all time. In 1946,
Dorian was covered in purple flowers and wrapped in a pale purple sheet for "Ultra Violet." In
1947, Dorian appeared in "Fashion Plate." In 1953, at the age of 36, she appeared in "Cherries in
the Snow." Later that year she appeared in the legendary "Fire and Ice" ad shot by Richard
Avedon. Originally, Dorian appeared in a tight, silver-beaded dress with an enormous red wrap.
Her black hair had a silver swirl in it and she had her hands, with long red nails, positioned in
front of her breasts. Charles Revson rejected Avedon's original ad as "too sexual."[9] They re-shot
the ad, this time with her open hand in front of one hip, the other in front of her cheek. The
advertisement became Madison Avenue legend because of the full-page quiz next to the sensual
ad. Almost 50 years later, in November 2010, Revlon re-created 1953's "Fire and Ice" magazine
ad, this time with actress Jessica Biel. With this ad, Revlon announced they were issuing a
limited edition Fire and Ice lipstick and nail color calling this campaign, "lips and tips."
Dorian Leigh's 15-years-younger red-headed sister, Suzy Parker, also shot numerous Revlon
magazine ads in the 1950s. Charles Revson, who wanted to marry Dorian at some point, despised
Suzy, and vice-versa. At one point, he refused to hire her anymore because Suzy complained
about the "peanut" paycheck she received from Revlon. Richard Avedon, however, after
photographing other models for a particular Revlon ad, would call in Suzy last minute,
sometimes late at night, to do re-takes with him. This happened with "Stormy Pink," an ad Suzy
shot very late at night with a wild white horse in the ocean. Avedon would then told Revson that
it was not Suzy in the ad, but a model named "Bubbles" or another made-up name.[10]
Tram with Revlon advertising in Hong Kong, June 2007

In 1970, Revlon became the first American cosmetics company to feature an African American
model, Naomi Sims, in their advertising.[11] Revlon was also noted for featuring models of a wide
age range in the 1980s, including then 13-year-old Milla Jovovich and then 60-year-old Audrey
Hepburn.[12] Despite the successful campaigns of the 1980s and 1990s featuring models, in
particular Cindy Crawford, Revlon decided to drop fashion models and focus on movie stars,
among them Kate Bosworth, Jaime King, Halle Berry Susan Sarandon, Melanie Griffith,
Julianne Moore, Eva Mendes, Jessica Alba, Jennifer Connelly, Beau Garrett, Jessica Biel, and
Bond girls.[13][14] In 2009, Australian supermodel Elle MacPherson became a new spokesmodel
for the company. American actress Jessica Biel is the newest woman to model for the brand, first
shown in advertisements in January 2010.[15] (Main article: List of Revlon spokesmodels) In
2008, celebrity makeup artist Gucci Westman was hired as Revlon's Global Artistic Director,
representing the company at runway shows and brand events and designing collections.[16]

[edit] Philanthropy
Revlon is a corporate sponsor of several charity projects. The largest of these is the Revlon Run
Walk, a run and walk event held in New York and Los Angeles to raise money and awareness
for breast and ovarian cancer. Revlon also supports other cancer charities such as Look Good
Feel Better and the National Breast Cancer Coalition and operates a mobile mammography clinic
in and around Oxford, North Carolina, where the company's primary manufacturing operations
are located.[17] In 1996 Revlon supported the development of a breast center at the University of
California, Los Angeles. Renamed Revlon/UCLA Breast Center, the center is a well-known
institute for treatment and research of breast cancer and other breast diseases and disorders. [18] A
Revlon lip gloss shade whose proceeds support Revlon's cancer charities was also created in
2009.
In September 2010, Revlon, with global artistic director Gucci Westman and spokesmodel Halle
Berry hosted an event at Fashion's Night Out in New York City to raise funds for the Jenesse
Center, a Los Angeles organization for domestic violence victims.[19] Revlon also hosted
luncheons and various other events to benefit the center and partnered with online retailer
Drugstore.com to donate portions of lipstick sales to the organization
External links
• Official website
• Revlon, Inc. Company Profile, Yahoo!
• Company History
• About Revlon Inc. in French / Au sujet de la Cie Revlon
• Revlon sales lifted by good duty-free performance

[hide]v · d · eCosmetics

Lip gloss · Lip liner · Lip

Lips
plumper · Lipstick

Concealer · Foundation · Face

Fac powder · Rouge · Primer · Veil ·
e Bindi · Thanaka · Tilaka ·
Cleanser-Toner-Moisturizer

Products

Eye Eye liner · Eye shadow · Kohl ·

s Mascara

Shampoo-Conditioner-Styling
Oth cream · Nail polish · Anti-aging
er cream · Body powder · Cold
cream · Sindoor

Ingredien International Nomenclature of Cosmetic Ingredients · List of

ts ingredients

Related Cosmetic advertising · Beauty salon · Spa · Cosmetology · History

topics of cosmetics

Hair removal (Waxing-Threading-Shaving-Chemical-Electric-Laser-

Hair
IPL) · Hair styling
 Treatmen
Cosmetic surgery · Botox · Facial · Bleaching · Manicure · Pedicure
ts

[show] Major brands

Ahava · Almay · Artistry · Aveda · Avon · Bath & Body Works · Biotherm ·
Bobbi Brown · The Body Shop · Bonne Bell · Burt's Bees · Cargo · Carol's
Daughter · Clarins · Clinique · Coty · CoverGirl · Creme 21 · Daigaku
Honyaku Center · Dr. Hauschka · Eden Allure · Elizabeth Arden · Estée
Lauder · Eyes Lips Face · Fabergé · Hard Candy · Helena Rubinstein · Kanebo
Ltd. · Kao Corporation · Kevyn Aucoin · Kiehl's · La Mer · Lancôme · Laneige ·
Laura Mercier · Laura Mercier Cosmetics · Lise Watier · L'Oréal · L'occitane ·
Lush · MAC Cosmetics · Mary Kay · Max Factor · Maybelline · ModelCo ·
NARS · Natura · Natural Wonder · Neal's Yard Remedies · Neutrogena ·
Nexxus · Nivea · O Boticário · Oriflame · Origins · Paula Begoun · Red Earth ·
Revlon · Richard Hudnut · Rimmel · Sephora · Shiseido · Shu Uemura · SK-
II · Stila · Ulta · Ultima II · Urban Decay · Vichy · Victoria's Secret · Vie at
Home · Wella · Yves Rocher

Categorie
Companies · People · History
s

[hide]v · d · eRevlon Inc.

Almay, Charlie, Institut Jeanne Gatineau,

Current brands
Mitchum, Revlon

Electric Youth, Germaine Monteil, Natural

Defunct brands
Wonder, Ultima II
 Former brands, under new Clean & Clear, Halston fragrances, Max Factor,
ownership Princess Marcella Borghese

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IBD Stock News for

Revlon Inc (REV): Sales Snapshot

Find out how IBD Rates:

REV

In its latest reported quarter, Revlon Inc reported sales growth of grew 9%. Strong,
improved quarterly earnings growth should always be supported by sales growth of at
least 25% in the latest quarter, or at least accelerating sales growth of the last three
quarters.
Revlon Inc has a three-year sales growth rate of -1% and a five-year sales growth of
-1%.
Revlon Inc's return on equity is . IBD studies of past market winners showed an average
ROE of 17% before a big price move. Return on equity helps separate well-managed
companies from lesser firms.
In its latest quarter, profit margin was 3.12%. Profit margin is calculated by taking
quarterly net income and dividing by quarterly sales. A profit margin of 50% means the
company is generating 50 cents of profit for each $1 in sales.
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About REV

MANUFACTURES COSMETICS, SKIN CARE, FRAGRANCES, BEAUTY TOOLS,HAIR

COLOR AND PERSONAL CARE PRODUCTS WORLDWIDE
Key News

highest debt to ebitda ratio in the personal products industry detected in shares of prestige brands
holdings (pbh, rev, aob, rden, avp)

May 27, 2011 (SmarTrend(R) News Watch via COMTEX) -- Below are the top five companies in the Personal Products industry as
measured by their Debt to EBITDA ratio. The measure of a debt's pay-back period is Debt/EBITDA. The longer the payback period, the
greater the risk. This metric ignores all tax ...
- Comtex SmarTrend(R) Morning Call 05:53 AM ET

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FUNDAMENTAL PERFORMANCE (REV)

Current Earnings
EPS Rating 99

3 Yr EPS Growth Rate 99%

Last Quarter EPS % Change 400%

Profit Margin 6.03

Last Qtr Sales % Chg 9%

EPS Due Date 07/29/2011

Debt % N/A

% Shares Held By Management 77

Research Development % N/A

 Next Split Date N/A

TECHNICAL PERFORMANCE (REV)

Price And Volume
Opening Price 17.33

Current Price 17.22

Market Capitalization 898.00 M

50-day Average Volume 107,100

Volume % Change -64.71

Up/Down Volume Ratio 1.5

Price % Change (4 Weeks) 6.63

Price % Change (YTD) 74.65

Beta 1.71

Industry Group Rank 8

IBD STOCK NEWS: FOR (REV)

REV: Industry Group Focus

REV: Stock Price and Volume Focus

REV: Earnings Report Focus

REV: Technical Snapshot

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REV: Sponsorship Snapshot

REV: Sales Snapshot

REV: Fundamental Snapshot

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Date: 5/11/2011
High: 16.67
Low: 16.17
Last: 16.30 (-0.28)
Vol: 79,700

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