Here’s How Revlon Is Gearing Up Its Marketing Initiatives For The Revival Of Its Brands

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Revlon has made one thing clear by now. It will leave no stone unturned to revive its existing brand portfolio. In January this year, Revlon’s CEO Fabian Garcia had spoken about the company’s vision of becoming a $5 billion enterprise over the next five years. The company currently delivers close to $3 billion in annual sales after its acquisition of the premium beauty company, Elizabeth Arden. While elaborating on the plans to fulfill this vision, Mr. Garcia stressed the importance of its existing brands. Revlon doesn’t plan on acquiring any more companies after purchasing Elizabeth Arden for $800 million including debt last year. As Revlon’s annual sales (before Arden) were around $2 billion and it made this big ticket acquisition last year, it does make sense for the company to focus on the growth of its expanded portfolio of brands. Similar to the beauty leaders, L’Oreal and Estee Lauder, Revlon too seems to have finally understood the importance of capturing the younger clientele for the thriving of its beauty business. Along with this realization came the inevitable: Digital Focus. The younger generation of beauty users are found online or on social media and hence digital marketing and social media presence are the most important way to capture their attention.

What Are The Marketing Initiatives Undertaken By Revlon So Far?

  • Recently, Revlon roped in young social media beauty influencers and celebrities like Gwen Stefani (who has over 6 million followers in both Facebook and Instagram) to connect better with its millennial customers.
  • The company went into a new first-of-its-kind collaboration with Amazon. In this campaign, called the Love Project, Revlon’s name appeared in 10 million of Amazon’s shipping packages in an attempt to inspire more and more ecommerce shoppers to buy its products. Revlon’s name and the slogan #LoveIn3Words appears on Amazon’s boxes for the months of February and March. The pairing up with Amazon seems to be a pragmatic move as the millennials buy most of their requirements online and Amazon is the leader in online retail. So advertising itself on Amazon’s boxes is a likely way to capture the target buyers’ attention. Revlon is currently planning on the second phase of this campaign along with a spring themed marketing plan for Elizabeth Arden.
  • In the recently held Academy Awards, Revlon debuted The Love Project, a multimedia campaign featuring Lady Gaga, Pharrell Williams, and Ellen DeGeneres. The campaign is targeted towards socially conscious millennials and it received a huge positive response from the viewers.
  • In fact, Revlon is so serious about its brand focus right now that last month it hired Linda Wells, the founding editor-in-chief of Allure– a leading women’s beauty magazine in the U.S., as its chief Creative Officer. In her role, Ms. Wells is expected to give advice on the brand appeal of Revlon’s products, drawing upon her vast experience in the area of health and beauty.
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