Revlon : advertising and marketing assignments

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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. There are a number of other much smaller brands in the portfolio - Mitchum deodorants, CND and Cutex nailcare, American Crew male grooming products - as well as a sizeable wholesale and professional products division. However the group 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 (via his MacAndrews & Forbes vehicle) has prevented it from being snapped by a larger company. A change was expected after Perelman announced in 2016 he was considering strategic alternatives for the business. However, when it came, it was not the change analysts expected. Rather than be sold itself, Revlon agreed to acquire smaller rival Elizabeth Arden for $870m. Over the past few years the group has suffered a degree of turbulence in its senior management team, with a series of comings and goings. This has been in part caused by the tightening of Ron Perelman's grip on the company, not least with the appointment of his daughter Debra Perelman as CEO in 2018. Revenues for 2017 were almost $2.7bn.

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Adbrands Account Assignments track account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 16th Aug 2018: In the latest shake-up of Revlon's global marketing, Grey has been replaced as the beauty group's global creative agency by an inhouse entity, named The Red House. Grey told AdAge, "our contract ran through June, and we both chose not to renew." Earlier this year, Revlon - and what is now its subsidiary company Elizabeth Arden - shifted media out of Grey's sister agency Mediacom and into Initiative.

Adbrands Weekly Update 24th May 2018: Beauty group Revlon's effective owner Ronald Perelman has appointed his daughter Debra Perelman as CEO. She was previously COO, and replaces Fabien Garcia who stepped down abruptly from the top job earlier this year. Perelman acquired Revlon in 1985 through his private investment company MacAndrews & Forbes, and holds a controlling 80% stake in the business.

Adbrands Weekly Update 3rd May 2018: Revlon also called a review of global media less than a year after it consolidated marketing duties into WPP, which had already been managing media since 2010. Grey will remain global AOR, but Mediacom has declined to defend its position as worldwide media agency.

Adbrands Weekly Update 1st Feb 2018: Revlon announced the resignation of CEO Fabien Garcia after less than two years in his role. Paul Meister, former CEO of healthcare services and marketing agency InVentiv, now president of Revlon's private equity parent MacAndrews & Forbes, becomes interim head of the company, while Debra Perelman, daughter of MacAndrews' owner Ron Perelman, is joining Revlon as COO.

Adbrands Weekly Update 16th Mar 2017: Just a few months after Revlon completed its acquisition of Elizabeth Arden, the two executives heading up the Arden brand and its fragrances business have left or are leaving the group. Instead, Revlon announced the appointment of industry veteran Serge Jureidini to lead both businesses. Until a recent spell in private equity, Jureidini had spent two decades at L'Oreal USA, latterly heading up the designer fragrances and Lancome divisions.

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