You are on page 1of 28

Revlon(R) (NYSE:REV) announces the launch of a new integrated advertising campaign. outdoor and Internet venues. Halle Berry.Comments • • • • 1 2 3 Next Business Editors NEW YORK--(BUSINESS WIRE)--April 2. and will feature traditional and non-traditional media placement in print. television. Through the art of storytelling. multi-media campaign was created by Revlon in collaboration with the Company's agency of record Deutsch Inc. will be featured together in one campaign. 2004 Continuing decades of leadership and innovation in beauty. This global.. and creates an emotional connection that underscores the way women feel about using Revlon's beauty products. For the first time. the campaign brings the brand's "confident sexy" positioning to life. Revlon's celebrity spokespeople. . theatrical. Eva Mendes and Jaime King. Julianne Moore.

drawing in the viewer and connecting them to the story.kicking-off in New York City on April 2nd and rollingout nationwide on April 23rd to the top 10 markets including Los Angeles. Julianne. A two-minute mini-movie will air during the season premiere of the ABC television series "The Bachelor" on April 7. Philadelphia and Chicago. Eva.confident. The richly layered and sensuous mood culminates when each woman arrives at a shared destination. The concept was to extend the cinematic image into a print campaign that would capture the mood and narrative of the television commercials. Print & Outdoor: The print campaign was shot by legendary fashion photographer Peter Lindbergh. 2004 on a billboard in the heart of Times Square. this is the first time in decades that four Revlon spokespeople appear together in the same campaign. From a bookstore to a flower market to a hotel suite. The print campaign launched on April 1. "Revlon wanted this new campaign to embody all those core equities but strongly emotionally connect with women today. Boston. the campaign follows moments in the lives of four distinctive women. the campaign breaks the mold and connects with consumers in a way nobody else is. The billboard is a branded photograph that will feature all four of Revlon's celebrity spokespeople in a larger than life portrait overlooking Broadway. Eva Mendes' red bicycle." states Kathy Delaney. sexy. Consumers tell us that they love our products because of what they do." and the product as co-star. Halle's Colorstay Overtime Lipcolor doesn't come off on her cup. The campaign epitomizes the individual beauty and confidence of these women as they go from place to place. In a sea of sameness where everyone else is mired in the claim game." 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.are playfully intertwined within the story. Dallas. experience to experience. . sexiness and confidence. and how they make them feel. "This advertising campaign makes you want to feel the way Halle. and Jaime feel . Executive Vice President and Chief Marketing Officer. are woven into each spot in a way that is organic to the storyline. Commercials in :30 and :15 second spots will begin airing April 5. directed by Academy Award nominated director and writer Scott Hicks. and will be there through the end of May. the individual stories intersect as each woman receives a message and embarks on a journey. Key elements that convey Revlon's heritage and association with the color red Julianne Moore's red umbrella. 2004."Beauty is equal parts science and dream. The four-part television campaign." A story in four parts. as well as illustrated product benefits. For example. "Revlon has a great heritage of glamour. Notably. and Eva's ColorStay Stay Natural Makeup is untouched by her fingertips and the falling cherry blossoms. wonderful." shares Stephanie Klein Peponis. Beautiful product images. 2004 on national television and cable networks. Halle Berry's long red leather gloves and Jaime King's red book . will air in its entirety in a twominute mini-movie format in theaters . Managing Partner and Executive Creative Director of Deutsch Inc. and the co-starring role of their favorite Revlon products. The highly seductive music for the campaign is "Bellisimo" by San Ilya.

It has remained one of America's foremost cosmetics brands ever since. including details of which advertising agency handles which accounts in which countries for major will start appearing in May 2004 publications with insertions in approximately 15 beauty and lifestyle magazines. television and in-theater campaign include: Revlon Super Lustrous(R) Lipstick. NEW Complexion One-Step Compact Makeup. director of photographer and photographer. adding Almay to its portfolio in the premium services. NEW Super Lustrous(R) Lipgloss. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers. 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. The print ads. agencies and brands worldwide. with beautiful product shots and key benefits. LipGlide. Only its effective ownership by playboy investor Ron Perelman has prevented it from being snapped by a larger company. Revlon Inc.A. ColorStay Stay Natural Makeup and Lash Fantasy Mascara. Internet: The campaign will be featured on www. New York 10017 U. Address: 237 Park Avenue New York. Adbrands Account Assignments tracks account management for the world's leading brands and companies. and include a critical summary which identifies key strengths and weaknesses.msn.S. operating primarily in the upper mass-market segment. That remains a distinct possibility should Perelman ever tire of his glamorous plaything Which agencies handle advertising for Revlon? The searchable account assignments database is available to full subscribers to Adbrands. The company made its name back in the 1930s and 40s after causing a sensation with the first coloured nail varnish. ColorStay Overtime Lip Color. LipGlide Sheer.revlon. On www. Products supported throughout the in early April. followed by matching lipsticks. Telephone: (212) 527-4000 Toll Free: 800-473-8566 . However it has been under intense competitive pressure for several years from larger multinationals such as L'Oreal and Procter & Gamble. two-minute campaign and information about the products used to get the beauty looks will be accessible online as well as the biographies of the director.Print.

and becomes a private company. and goes public. Mitchum. Ronald Perelman. 1970: Mitchum Co. Vitamin C Absolutes. 1973: The Charlie fragrance is Statistics: Public Company Incorporated: 1933 as Revlon Products Corporation Employees: 6. 1966: U.S. Lachman establish Revlon. ColorStay.Fax: (212) 527-4995 http://www. operates as one of the world's leading cosmetics companies and markets its products in over 100 countries under such familiar brands as Revlon. Age Defying. Key Dates: 1932: Brothers Charles and Joseph Revson and Charles R. fragrances (Charlie). 2000: The company's professional products line is sold. 1955: The company changes its name to Revlon Inc.revlon.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. is purchased. 1985: Revlon is sold to Pantry Pride. 1996: Revlon makes an initial public offering of stock. and personal care products (High Dimension. and Skinlights.100 Sales: $1. 1935: The company's first ad appears in The New Yorker magazine. A Nail Polish Company Is Founded in 1932 . Eterna 27). 1940: Lipstick is added the company's product line. Colorsilk). owns approximately 83 percent of Revlon. Company History: Revlon Inc. Revlon also sells skin care products (Ultima II. who gained control of the company in a nasty hostile takeover in 1985. a subsidiary of Ronald Perelman's MacAndrews & Forbes Holdings. 1994: ColorStay lipstick is introduced. and to profitability grow the business and its value for our stakeholders. Flex. Almay. Vitamin & Pharmaceutical Corporation is acquired. to be the most valuable partner to our retail customers.

in Newark. Its use was a fateful step for the industry. the company had grossed $68. aromatics industry was born. A perfectionist by nature." The campaign's success showed in the 1940 sales figures. Within its first nine months. never again would major cosmetics companies attempt to sell beauty items without it. who contributed the "l" to the Revlon name. 1932. Within a year. dye markers for the navy. Charles Revson decided to open his own nail polish company. Revlon was formed on March 1. He therefore targeted beauty salons as a market niche--a fortunate choice whose importance would grow. Revlon's nail polish owed its superiority to the use of pigments. and packaging materials. In that year. constituting Revlon's entire advertising budget for the year. His attention to detail was rewarded in 1944 with an army-navy production award for excellence. Lipstick. By 1937. Characteristically. There was a sharp rise in sales to $11. the advertisement came with a price tag of $335.055. a polish supplier to beauty salons for whom Charles Revson began to work as a sales representative in 1931. This gave him access to more affluent customers as well as those with a moderate amount of money to spend on beauty products.8 million.Revlon's first beauty item was nail enamel. Revlon had a whole line of manicure products. reaching $2. Revlon turned out first-aid kits.S. it was an improvement over the more transparent. Lachman. Also in short supply were aromatic oils. During wartime. At the end of 1934. the revolutionary "cream enamel" came from the tiny Elka company. dye-based products of other manufacturers. Opaque and long-lasting.246 in 1933. In addition to cosmetics. fixatives. 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. Aimed carefully at the upper-income clientele Revson was trying to attract. the company boasted sales of $4. appeared in 1940. however. secrecy was replaced by mutual cooperation. selling his product only at premium prices. new synthetics and domestic sources of supply were shared. medium red. and dark red then available. and hand grenades for the army. and France. Coupling this with his experience at Elka. which had previously been imported from Italy. Ethiopia. Revson steered clear of cut-rate stores. he noted that the permanent wave boom was making beauty salons more popular and that demand for manicures was rising in tandem. Revlon's next major item. By 1940. . Revson's military products were the best his company could produce.000. which also allowed a wider color range than the light red. sales multiplied more than 40 times. Since the shortages affected the entire industry. Revson decided to enlarge his market by retailing his nail polish through department stores and selected drugstores. the year the company incorporated as Revlon Products Corporation. honed by his seven years of sales experience at the Pickwick Dress Company in New York. World War II brought shortages of glass bottles and metal lipstick cases. which served both to describe a particular color while offering the promise of novelty at the same time. Revson had a keen fashion instinct. going into partnership with his brother and a nail polish supplier named Charles R. Initially. Formulating a maxim he followed for the rest of his life. Revson made sure that its quality was the best he could produce. New Jersey. Revson began by labeling his nail enamels with evocative names such as Fatal Apple and Kissing Pink. and a new U. Advertising helped Revson stick to this rule. The company's first commercial advertisement appeared in The New Yorker in 1935. Charles Revson and his older brother Joseph distributed Elka nail polish as Revson Brothers. Paper had to be substituted. patriotic activities replaced expansion. they more than doubled those of 1939.

and display cards reproducing or enlarging consumer ads. $7.000 Question. a Revlon attorney added a denunciation of wiretapping for industrial espionage and promised cooperation in efforts to stop it. The three-year bonanza came to an end. A month later.6 million. the charge was denied by Revlon controller William Heller. and the company was listed on the New York Stock Exchange at the end of 1956. Packaging was designed specifically for each line. The Fire and Ice promotion for fall 1952 was one of the most successful. These efforts produced excellent publicity and helped to raise 1952 net sales to almost $25. Costing $301. the committee's verdict cleared Revlon of any blame in this matter. Revlon reorganized as Revlon. Expanding its capabilities. a cutlery manufacturer seized by the government in 1943 because of German business ties. instead of buying them from outside supply sources. as a result of the television show. amid charges that both shows had been rigged. A Segmented Product Line in the 1960s As the 1960s began. Its features included the cooperation of Vogue magazine. in December 1955.6 million one year previously. which planned its November issue around the lipstick and nail enamel. this acquisition made it possible for Revlon to produce its own manicure and pedicure instruments. Revson was persuaded by the success of rival Hazel Bishop. Meanwhile.000 Question topped the ratings within four weeks of its debut. the success of The $64. the shows' producers and the Revsons blamed each other. an allegation of wiretapping was filed against Revlon by Hazel Bishop. from $33.5 million. Revlon listed itself as one of America's top five cosmetic houses. Underscoring the denial of Hazel Bishop's charges. Also in November 1955. Revlon's advertising budget for the year. In November 1955.000 Question soon spurred a spinoff called The $64. who nevertheless admitted "monitoring" employees' telephones for training purposes. To avoid this. Nevertheless. however. upper-middle-class image that could restrict sales. "push" money given to demonstrators in stores without Revlon sales staff to insure full retail coverage. Initially offered at $12 per share. Though initially reluctant to go ahead with this project. Charles Revson became aware that his company was in danger of locking itself into a narrow. and net sales for 1955 grew to $51. proved Charles Revson's adage that publicity had to be heavy to sell cosmetics. Revlon stock reached $30 within weeks.125. the company went public. Each promotion featured a descriptive color name to tempt the buyer. Postwar Promotions and Growth Postwar sales strategy. Attracting a weekly audience of 55 million people. and radio endorsements written into scripts for performers such as Bob Hope and Red Skelton. was influenced by increases in spending and department store credit sales. Inc. The company received its next boost from its 1955 sole sponsorship of the CBS television show The $64. In testimony given in a hearing before the New York State Legislative Committee to Study Illegal Interception of Communications. which were crafted in anticipation of the season's clothing fashions. Returning interest in dress sparked the company's twice-yearly nail enamel and lipstick promotions.5 million. color cards showing the range of colors in the promotion. sales of some products increased 500 percent. too.By the end of the war. The $64. whose sponsorship of This is Your Life was providing serious competition for Revlon's lipsticks. full-color spreads in fashion magazines.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 company bought Graef & Schmidt. he . in 1959. At the resulting congressional hearings.

and U. This. The company had begun to market its products overseas at the end of the 1950s. Fully disposable injectables. The buyout brought Revlon a company with annual sales of $20 million. Knomark. Revlon spent $12.S. Princess Marcella Borghese aimed for international flair. advertising program. when Revlon debuted in Japan. the company consisted of four divisions: International. Revson decided to add two more divisions: Cosmetics and Fragrances. Princess Marcella Borghese. was sold back to one of the original partners four years later for $1 million. its six lines separately aimed. Top-priced lines were sold only in department stores. Another U.S. the maker of toiler cleansers.V. For instance. as well as comparable concerns in Argentina and Chile. headed by Joseph Anderer. and the success of this bold approach was reflected in the 1962 sales figures. Revlon also had a new line of wig-maintenance products called Wig Wonder. such as Norell and Intimate for women and Braggi and Pub for men.S. sold its shoe-polish lines in 1969. and marketed. expanding worldwide markets produced sales of $281 million. Italy.5 million on improvements to existing facilities plus a new cosmetics and fragrance manufacturing plant in Phoenix. was the industry leader in all franchised retail outlets. while others were available in other outlets. had also become familiar to U. which was headed by Evan William Mandel and concerned chiefly with long-range planning concepts and strategies for marketing opportunities. During the 1960s. each with its own price range. Natural Wonder served youthful consumers. Japanese women loved the American look. Revlon's entrance into the Japanese market was typical of its international sales strategy. This strategy allowed the company to cover a wide market area without in-house conflict. Vitamin. Vitamin & Pharmaceutical Corporation in exchange for $67 million in Revlon stock. and the Revlon Development Corporation. Etherea was the hypoallergenic line. Professional Products. Instead of adapting its ads and using Japanese models. Vitamin's diabetes drug and $20 million cash for a group of drugs Ciba-Geigy was required to divest for antitrust reasons. a shoepolish company bought in 1957. and image. advertised. Revlon fragrances. . which were almost $164 million. advertising and models. Vitamin acquisition was Nysco Laboratories and its Nyscap process for timed-release medication. and a 27 percent interest in the Schick electric shaver company were also soon discarded. The Cosmetics and Fragrances division. By 1962. a Mexican pharmaceutical company. showing a 5. In 1968.S. most of them coming from a drug used to treat diabetes. led to the introduction of vasodilation drugs. such as Ty-D-Bol.borrowed a technique from General Motors and segmented his product line into six principal cosmetics houses. In 1971. a women's sportswear manufacturer which came with a price tag of $12 million in 1962. Arizona.S. Vitamin proved its worth with its acquisitions of Laboratorios Grossman. and Asia. Acquisitions and Restructuring in the 1970s The 1970s began with annual sales of about $314 million. Within a year. By 1967.S. Other poorly chosen acquisitions.7 percent increase over the figure of almost $266 for 1966. Revson traded U. Planning further expansion. Evan Picone. Early attempts to diversify into other fields were unsuccessful. introduced in 1968.S. Mexico. there were subsidiaries in France. in turn. U. Revlon chose to use its basic U. Argentina. Revlon was the popular-priced house. Moon Drops catered to dry skins.S. consumers. The company's first successful acquisition came in January 1966. Pharmaceutical. and Ultima II offered the most expensive products. when Revson bought U. also came from U.

1974 was a difficult year. in 1980. while group three included Princess Marcella Borghese and Ultima II. The domestic cosmetics operations also included the government sales division. Revlon introduced Charlie. Barnes-Hind. bonuses. Charlie models in Ralph Lauren clothes personified the independent woman of the 1970s. Charles Revson was diagnosed with pancreatic cancer. Coburn Optical Industries was an Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies which cost 833. a president of International Telephone and Telegraph's European operations. .333 Revlon common shares. and Charlie now belonged to group one. a privately held company whose marketing strategy of high prices with accompanying gifts had earned it almost universal center-aisle department store space. Natural Wonder. These health-care operations helped sales figures to pass the $1 billion mark in 1977. helping to raise Revlon's net sales figures to $506 million for 1973 and to almost $606 million the following year. the largest U. Bergerac also organized the six cosmetics lines into three groups for easier administration. His first major purchase came in 1975. Bergerac installed a management-information system requiring that all managers report monthly on problems.7 billion in 1979. Revlon lost ground to Estée Lauder. sales. acquired in 1978. an annual salary of $325. makers of antiperspirants and other toiletries. were innovating and expanding. company pharmaceutical research and development had extended into plasma research and new drugs for the treatment of osteoporosis and hypertension. marketer of hard contact lens solutions. the prestige cosmetic brands sold in upscale department stores. Group two was comprised of Flex hair-care products and other toiletries.5 million by the elimination of 500 jobs. Charlie was an instant success. Bergerac tried to reduce Revlon's dependence on the increasingly crowded cosmetics market. During the mid-1970s. This caused Revlon's share to drop from 20 percent to 10 percent of department store cosmetics sales. Company profitability was Bergerac's chief interest. and options on 70.S. Revlon's health-care companies. a fragrance designed for the working woman's budget. Reluctant to initiate beauty-product development or department store promotions. he induced them to stay by introducing the Performance Incentive Profit Sharing Plan.000 shares.An important 1970 acquisition was the Mitchum Company of Tennessee. rather than Revlon's beauty concerns. By the late 1970s. Determined to leave a worthy successor.5 million signing bonus. Bergerac compounded a successful 1979 by buying Technicon Corporation. Through acquisitions. and competition. Mitchum joined the Thayer Laboratories subsidiary. he picked Michel Bergerac. which allotted each executive points based on profit objectives achieved for the years 1974 to 1976. Other acquisitions included the Lewis-Howe Company. Mitchum-Thayer division's widely publicized products required a 1971 advertising budget of $4 million. By the mid-1980s. In 1973. makers of thyroid medicines. acquired in 1977. Terms of Bergerac's contract included a $1. a leading maker of diagnostic and laboratory instruments for both domestic and international markets. The markets for soft contact lenses and their rinsing solutions were also growing. formerly Knomark. bringing total sales to $1.000 for five years. Geared to the under-30 market. He also cut company spending with tighter inventory controls and instituted an annual savings of $71. carrying almost all the beauty lines through military exchanges and commissaries in the United States and overseas. Impressed with Revson's experienced management team. makers of Tums antacid. and Armour Pharmaceutical Company. Revlon. Moon Drops. was bought in 1976 and strengthened Revlon's share of the eye-care market. High profits notwithstanding.

Divested companies were replaced with others geared to the Perelman objective--restoring the luster to the original beauty business.9 billion debt load. Revlon held only 11 percent of the U. During the late 1980s. where an attempt by Revlon to economize by grouping its Ritz. at a price of $58 per share. and Borghese prestige brands at one counter failed. Perelman immediately began to divest the company of the healthcare businesses. In 1989.5 billion of his borrowed funds. Max Factor joined the Revlon lineup in 1987. a low-priced line. a subsidiary of Ronald Perelman's MacAndrews & Forbes Holdings. Losses were mounting year after year thanks in large part to the money that had to be spent each year to service the debt. which was an albatross around the company's neck for years to come. The highly leveraged buyout--engineered with the help of junk bond king Michael P. partly by selling the eyecare businesses to the British firm of Pilkington for $574 million. These sales. By the end of 1988. In 1991 alone. failed to garner market share. Within a year. only National Health Laboratories remained. Perelman spent another $170 million to acquire Betrix. which abandoned the Draize test in 1989 after closing its animal testing center in 1986. this opinion was borne out by a takeover bid from the much smaller Pantry Pride.6 million went toward debt service. Turning the Corner in Mid-1990s By 1990. however. were disallowed by a Delaware judge. a management buyout corporation. 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.4 billion. industry analysts believed that Revlon would be worth more if it were broken up and sold. On November 5. By 1987. Costing about $300 million.Drugstore and supermarket sales were also suffering. and Revlon's junk bonds began to lose value. Germaine Monteil. lost 24 percent of its supermarket volume in 1983 alone. Revlon was sold to Pantry Pride. The rest of Revlon was to go to Forstmann Little & Company. Other innovations of the 1980s meshed with national trends. Monteil. along with its Halston perfume and its Almay toiletries. and competitor Noxell's inexpensive Cover Girl line was claiming more drugstore sales. for about $1. 1985 Takeover By 1984. and a 2 percent shrinkage in the fragrance market that affected the entire industry. which fell to $234 million by 1982. Charles of the Ritz. International concerns for animal rights found a response in Perelman's Revlon. Other problems included the introduction of No Sweat. Perelman had recovered $1. 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. and Alexandre de Markoff followed soon after. a deodorant which. In defense. a New York investment company. Other newcomers were Yves Saint Laurent fragrances and cosmetics. contributing to an . Internal problems stemmed partly from the department store market. Comparisons of profits from total operations told the story: $358 million in 1980 sank to $337 million in 1981. Bergerac accepted a $900 million offer for the cosmetics businesses from Adler and Shaykin. fears of an approaching recession made bankers generally wary of highly leveraged transactions. totaling $2. mass-market cosmetics market. 1985. $131.S.7 billion. a German makeup and fragrance maker. Natural Wonder. a popular shampoo which lost market share when Revlon introduced a new formula with new packaging and a higher price. Milken--saddled Revlon with a huge $2. who ruled that the deal was not in Revlon's shareholders' best interests. the reformulation of Flex. becoming a private company and giving the name of Revlon Group to the former Pantry Pride. despite its $12 million introductory advertising budget.

inventory overstock. while debt service remained high ($137. He sold Revlon's professional products business and its Plusbelle line in 2000 and divested the Colorama brand the following year. Perelman announced that he was looking for a buyer for Revlon. Net sales were improving steadily from $1. however. Early indications were positive for these moves as overall market share for the Revlon Group hit 14. raising about $150 million. He was unable to strike a deal.4 percent and what Advertising Age called the "reborn cosmetics juggernaut" unseated Maybelline from the number one position in cosmetics. Perelman set plans in motion to bail out the .5 million--although debt service remained high at $114. This time he succeeded. Unfortunately for Perelman.7 million in 1995). supermarkets. a victim of a sluggish stock market. Meanwhile.operating loss of $241. Backed by what was clearly a remarkable.7 percent of the voting stock. which soon captured the top spot in its category. Financial Woes in the Late 1990s and Beyond Revlon's turnaround was short-lived. and instead began selling off parts of the company. In addition to selling 80 percent of National Health Laboratories by 1992. CEO Jeff Nugent resigned in 2002. The Age Defying line of cosmetics for women over 35 soon followed and also proved popular. the company started to develop successful new products. and Revlon once again became a public company. The IPO failed. About 15 percent of overall shares were sold in the initial public offering. To shore up sagging sales. leaving Coca-Cola executive Jack Stahl at the helm of Revlon.7 million ($226. Losses began to pile up. and the huge debt that continued to weigh down the cosmetics giant. such moves were not enough to gain the confidence of Wall Street. While the Revlon line was promoted in this fashion and through mass-market retailers. and problems overseas.59 billion in 1993 to $1.9 million of which stemmed from extraordinary restructuring charges). and discount stores had slowed significantly over the past several years. Max Factor and Betrix were sold to Procter & Gamble for $1. Overall.94 billion in 1995. sales had fallen by 40 percent since 1998 as competitors stole market share. and by the late 1990s the company was plagued with problems. By 1995. Perelman had to also sell off some assets from the core cosmetics area. due in part to intense competition. Much of this money was spent on television advertising. Perelman tried to sell 11 million shares of Revlon stock in an initial public offering (IPO) at about $18 to $20 per share. cosmetic sales at drugstores. In 1992.4 million.1 million). although Perelman retained 99. Losses continued to mount as the new CEO and his team worked to save Revlon from bankruptcy. dwindling shelf space in stores. The ColorStay line of longlasting cosmetics was introduced in 1994 with the debut of ColorStay lipsticks. however. though long-in-coming turnaround. Sold off the following year were the high-end Halston and Princess Marcella Borghese brands. Perelman felt confident enough to try another initial public offering in early 1996. the company was finally able to report operating income--$51. Saddled by over $2 billion in debts. In addition. Perelman was forced to sell still more assets to keep Revlon from defaulting on its loans. with less spent on print ads and in-store promotions than in the past. was shifted down from upscale stores to JC Penney and Dillard's department stores. Revlon CEO Jerry Levin boosted Revlon's advertising budget by 25 percent in 1992 to $200 million. To make matters worse. the company's only remaining premium brand.14 billion in cash. it was finally exceeded by operating income ($145. overall market share had reached 19. In 1991. By 1993.73 billion in 1994 to $1. poor Revlon earnings.7 percent in 1992. Ultima II.

Charles of the Ritz Group Ltd. Charles Revson Inc. building stronger relationships with its retail partners. Despite its financial position. Stahl continued to have his work cut out for him. a business plan designed to get profits back on track. Revlon management remained optimistic about its future.. it is almost necessary for them to advertise their product. Revlon International Corporation. "Today.. without the financial backing of Perelman and potential debt-for-equity transactions that would reduce Revlon's debt. Unilever NV. RIROS Group Inc. and developing successful new products while effectively managing current products. and public relations" (Dominick. North America Revsale Inc. Revlon Products Corporation. Revlon Real Estate Corporation. of the sales promotions. Market share for Revlon and Almay increased slightly.. 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. Cosmetics & More Inc. A November 2003 Business Week article stated.. The model's strategies were based on improving promotional and advertising success. RIT Inc. In order for a company to succeed. Now the question of how advertising came to be and the evolution of its purposes arises. RIROS Corporation. Principal Subsidiaries: Almay. Revlon's brands would no doubt continue to be recognized across the restoring growth.. Revlon Government Sales. Sales may be rising. While the company focused on strengthening its brands. In an attempt to bolster Revlon's sales. 398). the company faced a long road of financial difficulties. there is no doubt of advertising first occurring in the earliest . Inc." Indeed. Regardless of what happened in the years to come. the company launched an expensive marketing campaign featuring Hollywood stars Halle Berry and Julianne Moore. the company isn't making a dime--and Stahl can't get away with that for long. Revlon Consumer Products Corporation. the company launched Destination Model. The Proctor & Gamble Company.. Revlon Development Corporation. Principal Competitors: L'Oréal SA. and revamping the organization as a whole. reducing manufacturing and supply chain costs. but only because of a pricey ad blitz that some outside Revlon think is unsustainable. offering a cash infusion of $150 million in 2003 to help eliminate some of the firm's debt. PPI Two Corporation. In late 2003. Inc. and the company posted a 16 percent increase in sales as a result. Revlon Consumer Corporation..

... to the front-end equipment that helps speed checkout. July 27. from 4 per cent to.. with the same philosophy: provide everyday low prices and superior customer service...000 employees worldwide... Boots own label is.Advertising and Cross-Promotion Campaign To Support. Lower prices also eliminate the expense of frequent sales promotions and sales are more predictable...3. Some researchers refer to Wal-Mart as the industry trendsetter....000 stores and more than 750. May 25. this retailing pioneer has annual revenues of over $100 billion.advertising and cross-promotion campaign in support.. goods are continuously delivered to stores within 48 hours and often without having to inventory them.. Cross docking has enabled Wal-Mart to achieve economies of scale which reduce its costs of sales.. Says National Sales Manager Bebe Hayhurst. Arkansas in 1962 and has grown to what is now the world's largest . It started with a single store in Rogers.. leadership and success.more than 50 per cent of sales. With this system...Crew'. Sorted by: Relevancy | Newest first | Oldest first 20 Results per page: UK lipstick innovation fuels market growth. 1995. . from the products it stocks."Basic History Overview" Wal-Mart's history is one of innovation..5 per cent.obvious distribution and promotion advantages and its high..PROMOTION CAMPAIGN FOR 'CINDY.has seen imprerssive sales results in both its original. and Revlon. Wal-Mart operates each store.(includes related article on Revlon promotion) Cosmetics International. CINDY CRAWFORD. GOODTIMES HOME VIDEO AND REVLON ANNOUNCES CROSSPROMOTION CAMPAIGN FOR 'CINDY CRAWFORD/SHAPE YOUR BODY WORKOUT' VIDEO PR Newswire. Today.retailer. Wal-Mart has invested heavily in its unique cross-docking inventory system. 700+ words .GOODTIMES HOME VIDEO AND REVLON ANNOUNCE CROSS. 3.. the most emulated . 700+ words .intended to support sales from the launch through. 1992.and arguably.

the proceeds from the sale of each product in the... in-store promotions.(Brief Article) Advertising Age. (Brief Article)(Product Announcement) Chain Drug Review.Provider.Revlon Selects Dendrite International as its Sales Force Automation -SFA.DRTE).....greater control of the sales cycle by providing sales. Revlon revamps face makeup. is poised to roll.. Revlon cuts should help stem losses. Revlon Creates New Global Management Structure... Revlon and Almay Brands Named. Revlon president and.structure designed grow Revlon's global business by..for future growth in sales and profits.. PR Newswire.. 2000. 700+ words Unveils new compacts Revlon revamps face makeup NEW.." These.. announced that Revlon France has selected Dendrite International's sales force automation (SFA... Revlon Eye Glossing enhances. 1990.head of marketing and sales promotion for Revlon color.. 700+ words . 700+ words Revlon ..3 /PRNewswire/ -.'s "Face Up to. 2000. (Marketplace 2002/Corporate Profiles). October 12. 2002.. to support its sales and marketing initiatives.effective marketing and sales promotions. June 24..... Net sales for the third quarter.. and so is Revlon Inc. Business Wire. 483 words Revlon has released its third...customers at the point of sale through full-color. February Friedman. November 25. February 26.September 11......cutting measures. fragrance. (new formulations and packaging for cosmetics) Chain Drug Review.Heads of Skin Care.. 700+ words upon us.. an on-line component.back our level of trade promotions to reflect this approach.K cereal boxes....Revlon.shade enhancement to promotion. 2000. February 3.three new products..... (NYSE: REV. Revlon lops $10 million from Oscar ad package. Cosmetics International.. Wayne Cardona. 2000. as well as the Revlon Streetwear Autumn promotion.. Revlon set to roll out fall color cosmetics line. 700+ words NEW YORK--Revlon Inc... Revlon designed the relaunch. Mercedes. "We are extremely. The ... In a unique promotion Revlon's Almay unit. Inc.R)..

700+ words . 2000.(Revlon Inc..3% to. THE MARKETING 100: REVLON TOP SPEED: TANYA MANDOR Advertising Age.quarter of growth in net sales... Revlon has had. June 29.2 million. In ..reverse its recent loss of sales and market share to.. May 14.Fourth-quarter net sales were down 48..will be available for sale in the U..... 1992.... PR Newswire.. Revlon.. Revlon Cosmetics USA last year.product advertising.....1% to. 417 words ..Revlon (NYSE: REV) today announced.. 630 words kbp to Launch Revlon Skinlights(TM) Face... 394 words .)(Brief Article) Mass Market Retailers. Inc.sandals for boosting sales of not only Top Speed..Revlon.explored several asset sales in 1999..something up.connecting with buy with off-air promotions and sweepstakes. Star Power Attracts Buyers.Fabulous lip cream..purchase and cross-promotions with other Revlon products... 2001. but it will be renamed Revlon Inc.. net sales grew by 17. 1998. and promotions for Revlon Skinlights(TM) Face..such stars for such promotions. November 3. Revlon hopes this will refocus. The formal promotion program for Revlon. ..Tanya Mandor....29 /PRNewswire/ -.S.4% to. in January.supermodels in its brand promotions. 1997. last month replaced.. widely regarded.Industries.S..In the U. Revlon Reports Record Second Quarter Results PR Newswire.....1% share with sales of $40 million in the. Cleland.. Revlon Inc.. and StreetWear.the prior year.. and 1999 sales dropped 17. June 11. exec VP at Revlon...3 /PRNewswire/ -.. the Revlon folks who do customer. ALLAN SLOAN.. Kim.Revlon's summer shade promotion. But.Academy Awards-related promotion plans. "There was a trend..1 million... (NYSE: REV. operating income and. 700+ words .pending Revlon sale would give Perelman... just before the stock sale is slicing its commitment..... Revlon Awards Advertising for New Product Launch to Kirshenbaum Bond & Partners. Net sales were $ is now New Revlon Inc. July 29... How Ronald Perelman Is Putting Revlon's Best Face Forward The Washington Post...

.. REVLON CUTS MAGAZINE SPENDING 25%. Hall.Revlon's holiday shade promotion in November will stave off sagging sales........displays.. This month. .. in-store ... Revlon's fall shade promotion. Chain Drug Review. 1994. promotion and partnerships..increase foot traffic and sales for retailers.all drug products to lift sales... NEW HAIR COLOR LEADS REVLON ONSLAUGHT: SUPER LUSTROUS LINE WILL BE HAIRCARE MARKETER'S 5TH. Mercedes M. Stone Edge.. 1997.shelf management. 1999.. March 15. April 1..which is being supported by a promotion tied to the 25th anniversary of Revlon's sponsorship of the Academy.17 in 1998.1999. 700+ words .Revlon Inc. a lip.also opens the door to promotion optimization.Glowtion brands. April 25...ColorStay Haircolor. 1999.attempt to pick up lagging sales.. 700+ words ...Revlon: the authority on color cosmetics...Revson in the 1950s. was Revlon's first classic shade. Chain Drug Review.shelf management and promotion merchandising techniques.. Mercedes M.6% in.. is putting its..planning and achieving sales and profit goals.. Cardona... Line and Shine. 482 words Revlon is expected to unveil... Revlon introduces Fire & Ice fragrance. Revlon Reports Record Third Quarter Results Market Share Momentum Continues PR Newswire..the impact of the merger of Revlon's Prestige Fragrance and.. and Revlon is utilizing increasingly. Advertising Age. March 13.... 1999.... a reaction to a sales and profit slump that.. 219 words . drove sales up. Revlon......Revlon's total ad and promotion spending has slowed. NEEDS SALES LIFT Revlon is banking. Net.franchises also contributed to sales gains for the quarter.. Advertising Age.will be supported by a promotion tied to the 25th anniversary. 700+ words NEW YORK ... Cardona.. The company reported..fragrance will mean to Revlon.(Brief Article) Soap & Cosmetics. January 25. Revlon's net sales rose only 0. The new..board." says executive vice. October 29. 601 words Revlon has changed the complexion. and sales should rise as it introduces.. Jack. line and extensions of Revlon's Almay and Ultima II Glowtion.... Revlon has launched Super Lustrous... 1995...

[10] .. Revlon announced they were issuing a limited edition Fire and Ice lipstick and nail color calling this campaign. These ads were taken by the top fashion photographers of the day including Richard Avedon. Dorian was covered in purple flowers and wrapped in a pale purple sheet for "Ultra Violet. This happened with "Stormy Pink.include a Try-Me-Free promotion running until the end. who wanted to marry Dorian at some point. Almost 50 years later. Dorian appeared in a tight. At one point.. 1992. Charles Revson.. but a model named "Bubbles" or another made-up name. with long red nails. Revlon began launching full-color photographic advertisements in major magazines and stores across the country.. and vice-versa. silver-beaded dress with an enormous red wrap. starred in some of Revlon's most memorable advertisements of all time.. "Sweet Talk". also shot numerous Revlon magazine ads in the 1950s. the other in front of her cheek. Advertising Up until the 1940s. Revlon says. this time with her open hand in front of one hip. In 1946. positioned in front of her breasts." In 1947. she appeared in "Cherries in the Snow.and price-related promotions in-store. "lips and tips." Dorian Leigh's 15-years-younger red-headed sister. Cosmetics International. Some of these ads were for "Paint the Town Pink" and 1945's "Fatal Apple" with Dorian Leigh.premier consultants". however. Revlon re-created 1953's "Fire and Ice" magazine ad. Avedon would then told Revson that it was not Suzy in the ad. Charles Revson rejected Avedon's original ad as "too sexual. Originally. Richard Avedon. The second.. In 1950." In 1953.. Cecil Beaton.. this time with actress Jessica Biel. would call in Suzy last minute. in November 2010."[9] They re-shot the ad. despised Suzy. With this ad. and John Rawlings. Saleslinked promotions are being consolidated." Later that year she appeared in the legendary "Fire and Ice" ad shot by Richard Avedon. Beginning in 1945. he refused to hire her anymore because Suzy complained about the "peanut" paycheck she received from Revlon. Dorian appeared in "Fashion Plate.. Revlon introduced matching nail polish and lipsticks with exotic and unique names. May 10. Her black hair had a silver swirl in it and she had her hands.Revlon in major UK brand activity. One of the world's first supermodels. Dorian Leigh.. after photographing other models for a particular Revlon ad.something which. Suzy Parker. 700+ words Revlon is extremely busy this. help it to. sometimes late at night. at the age of 36. Revlon's magazine ads were drawn by hand and mostly in black and white. In 1947 Revlon introduced "Bachelor's Carnation" and in 1948. to do re-takes with him. The advertisement became Madison Avenue legend because of the full-page quiz next to the sensual ad. 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." an ad Suzy shot very late at night with a wild white horse in the ocean.

Julianne Moore.Tram with Revlon advertising in Hong Kong. Jessica Alba. in particular Cindy Crawford. 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. Eva Mendes.[11] Revlon was also noted for featuring models of a wide age range in the 1980s. where the company's primary manufacturing operations are located.[13][14] In 2009. among them Kate Bosworth. representing the company at runway shows and brand events and designing collections. Jennifer Connelly. and Bond girls.[15] (Main article: List of Revlon spokesmodels) In 2008.[12] Despite the successful campaigns of the 1980s and 1990s featuring models. In September 2010. North Carolina. Renamed Revlon/UCLA Breast Center. Jessica Biel. Naomi Sims. Revlon decided to drop fashion models and focus on movie stars. Jaime King. Halle Berry Susan Sarandon. The largest of these is the Revlon Run Walk. Revlon became the first American cosmetics company to feature an African American model. first shown in advertisements in January 2010. 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. celebrity makeup artist Gucci Westman was hired as Revlon's Global Artistic Director. the center is a well-known institute for treatment and research of breast cancer and other breast diseases and disorders. Australian supermodel Elle MacPherson became a new spokesmodel for the company. American actress Jessica Biel is the newest woman to model for the brand. June 2007 In 1970. Melanie Griffith. Los Angeles. Beau Garrett. 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.[17] In 1996 Revlon supported the development of a breast center at the University of California.[16] [edit] Philanthropy Revlon is a corporate sponsor of several charity projects. in their advertising. [18] A Revlon lip gloss shade whose proceeds support Revlon's cancer charities was also created in 2009. including then 13-year-old Milla Jovovich and then 60-year-old Audrey Hepburn. a run and walk event held in New York and Los Angeles to raise money and awareness for breast and ovarian to donate portions of lipstick sales to the organization . Revlon.

Company Profile. Inc. 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 Lips Lip gloss · Lip liner · Lip plumper · Lipstick Fac e Products Eye s Concealer · Foundation · Face powder · Rouge · Primer · Veil · Bindi · Thanaka · Tilaka · Cleanser-Toner-Moisturizer Eye liner · Eye shadow · Kohl · Mascara Oth er Shampoo-Conditioner-Styling cream · Nail polish · Anti-aging cream · Body powder · Cold cream · Sindoor Ingredien ts International Nomenclature of Cosmetic Ingredients · List of ingredients Related topics Cosmetic advertising · Beauty salon · Spa · Cosmetology · History of cosmetics Hair Hair removal (Waxing-Threading-Shaving-Chemical-Electric-LaserIPL) · Hair styling .External links • • • • • Official website Revlon.

Hauschka · Eden Allure · Elizabeth Arden · Estée Lauder · Eyes Lips Face · Fabergé · Hard Candy · Helena Rubinstein · Kanebo Ltd. Current brands Almay. Revlon Defunct brands Electric Youth. Institut Jeanne Gatineau. · 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 · SKII · Stila · Ulta · Ultima II · Urban Decay · Vichy · Victoria's Secret · Vie at Home · Wella · Yves Rocher Categorie s Companies · People · History [hide]v · d · eRevlon Inc. Natural Wonder. Mitchum.Treatmen ts Cosmetic surgery · Botox · Facial · Bleaching · Manicure · Pedicure [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. Charlie. Germaine Monteil. Ultima II .

improved quarterly earnings growth should always be supported by sales growth of at least 25% in the latest quarter.Former brands. Profit margin is calculated by taking quarterly net income and dividing by quarterly sales.12%. under new ownership Clean & Clear.icio. Revlon Inc has a three-year sales growth rate of -1% and a five-year sales growth of -1%. IBD studies of past market winners showed an average ROE of 17% before a big price move. Revlon Inc reported sales growth of grew 9%. Halston fragrances. . profit margin was 3. In its latest quarter. StambleUpon Reddit Prin t Last updated 5/27/2011 9:32 PM PT (20 min delay) Find Another Stock Search * Invalid Symbol IBD Stock News for Revlon Inc (REV): Sales Snapshot Find out how IBD Rates: REV In its latest reported quarter. or at least accelerating sales growth of the last three quarters. Princess Marcella Borghese Stock News • • • • Digg Del. Revlon Inc's return on equity is . Max Factor. Return on equity helps separate well-managed companies from lesser firms. A profit margin of 50% means the company is generating 50 cents of profit for each $1 in sales.

it's time to assess stocks in your portfolio and consider locking in partial or full profits. in the indexes are generally a sign of institutional selling. it's a risky environment for new buys. Market corrections occur due to heavy institutional selling in the market. About REV MANUFACTURES COSMETICS. BEAUTY TOOLS. consider selling to minimize losses. a market rally will come under pressure when there are increasing signs of institutional selling in the market. When the market tide is flowing negative. Target your buys to firms showing strong earnings and sales growth in recent quarters thanks to an innovative new product or service. by the major stock indexes. Stocks like this will generally be trading closer to new high ground. FRAGRANCES. or heavier-volume declines. Selling like this can stop a market rally in its tracks. Cash is a good place to be when the major stock indexes are in a correction.HAIR COLOR AND PERSONAL CARE PRODUCTS WORLDWIDE . stocks staging technical breakouts in heavy volume from sound bases have a good chance of becoming market leaders. or heavier-volume declines. Sometimes. SKIN CARE. Institutional selling is seen by a rising number of distribution days. Distribution days. In the early stages of a new rally. And if you have a small loss in a stock.Top Stocks Momenta Pharmaceuticals (MNTA) RS Rating 90 EPS Rating 82 Go to Full Stock Checkup Top 3 Stocks in Industry Group EL HLF NUS General Market The best time to buy stocks is when the major stock indexes are in an uptrend. When the outlook turns to market rally under pressure.

Comtex SmarTrend(R) Morning Call 05:53 AM ET CHART (REV) • • • Revlon Inc (REV) Enlarge Chart View in MarketSmith® Chart View: Daily | Weekly /StockResearch/Sto 3*622*4651*0 /StockResearch/Sto 3*2502*4651*5 Date: High: Low: Last: Vol: [{"ExtensionData":{ All prices are delayed at least 20 minutes (05/27/2011) FUNDAMENTAL PERFORMANCE (REV) Current Earnings EPS Rating 3 Yr EPS Growth Rate Last Quarter EPS % Change Profit Margin Last Qtr Sales % Chg EPS Due Date Debt % % Shares Held By Management Research Development % 99 99% 400% 6.. avp) May 27.Key News highest debt to ebitda ratio in the personal products industry detected in shares of prestige brands holdings (pbh.. rden. This metric ignores all tax . rev.03 9% 07/29/2011 N/A 77 N/A . The measure of a debt's pay-back period is Debt/EBITDA. . aob. The longer the payback period.Below are the top five companies in the Personal Products industry as measured by their Debt to EBITDA ratio. the greater the risk. 2011 (SmarTrend(R) News Watch via COMTEX) -.

100 -64.71 8 IBD STOCK NEWS: FOR (REV) REV: Industry Group Focus REV: Stock Price and Volume Focus REV: Earnings Report Focus REV: Technical Snapshot REV: Supply and Demand Snapshot REV: Sponsorship Snapshot REV: Sales Snapshot REV: Fundamental Snapshot Registration Benefits Sign In Information 1234 • • IBD Forums Participate in an IBD Forum and connect with other IBD subscribers.71 1.Next Split Date N/A TECHNICAL PERFORMANCE (REV) Price And Volume Opening Price Current Price Market Capitalization 50-day Average Volume Volume % Change Up/Down Volume Ratio Price % Change (4 Weeks) Price % Change (YTD) Beta Industry Group Rank 17.22 898.5 6.33 17. IBD Screen Center .00 M 107.63 74.65 1.

.Access six valuable screens that show you top stocks in different watch lists and more! My Routine Create shortcuts to your favorite Investors. Password* Keep me signed in NEED TO REGISTER?: I am a current subscriber and need to register on Investors. • • My Stock Lists Get customized stock lists to track your portfolio. Register Sign In Sign In Information Register » Can't access your account? » Email* Signing features.. I am not a current subscriber and want to register for free membership on Investors.

Most Popular Sponsored by: • • Most Viewed Highest Rated All Articles Media • White House Budget Is DOA • Daily Stock Analysis .S. Medco Crumbl… Stocks Futures Aim Moderately Higher. OmniVision Falls… All Articles Media • Daily Stock Analysis .HealthSpring 05/27/2011 04:00:20 PM ET • • • • • Indexes Up. Fossil… White House Budget Is DOA Trading Center • • • • • Lessons on Buying Stocks Lessons on Selling Stocks What is CAN SLIM? How to Invest in Options Investing Education Videos . Lululemon Slides Stocks Post Tight. Citrix Hits H… Stocks Rise In Quiet Trade.S. Takes Away Israel's Only Bargaining Chip IBD Market Wrap .05/25/2011 • Daily Stock Analysis .Illumina • IBD Market Wrap .Illumina • IBD Market Wrap .05/25/2011 • How to Spot Great Story Stocks • Daily Stock Analysis .05/26/11 Stocks Gain In Mixed Trade.Perrigo 05/27/2011 04:00:10 PM ET • • • • • U. Quiet Gains. Stocks Up In Lower Trade.HealthSpring • How to Spot Great Story Stocks • Daily Stock Analysis . Top Stocks Show Strength Obamalaise U.

17 Last: 16.28) Vol: 79.700 [{"ExtensionData":{ All prices are delayed at least 20 minutes (05/27/2011) .• • • . Revlon Inc (REV) Enlarge Chart View in MarketSmith® Chart View: Daily | Weekly /StockResearch/Sto 3*622*4651*0 /StockResearch/Sto 3*2502*4651*5 Date: 5/11/2011 High: 16.30 (-0.67 Low: 16.