Here’s How Revlon Is Trying To ‘Connect’ More With The Millennial And Gen Z Beauty Users

by Trefis Team
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Ever since Revlon (NYSE:REV) acquired Elizabeth Arden last year, there has been speculation of the company finally making a turnaround. Though the elusive growth figures are yet to be attained by the company, it seems like Revlon is doing its best in order to usher in better days in the future. Elizabeth Arden expanded Revlon’s exposure to international markets, an important advantage for the company that so far had derived around half of its revenues solely from the domestic North American market, a market that is mature with lesser scope for growth than markets in Asia or Africa. Currently, Revlon is performing better in its international markets than the North American markets. Additionally, the Elizabeth Arden brand is delivering promising results with new launches and a strong digital presence. Revlon’s initiatives to improve the appeal of its products and make more innovative products that connect with the younger beauty users, also signals an increase in the probability of better performance by the company in the future.

Ways In Which Revlon Is Trying To Improve The Appeal Of Its Brands?

Revlon, like other beauty companies, is trying to make itself more relatable to the Millennials and Gen Z beauty users. Towards that end, the company has taken several initiatives:

  • It has repositioned its Almay brand to emphasize the qualities of uniqueness, inclusiveness, and self expression and that, in turn, has been received well by the millennials.
  • It has worked on several brands to make them more appealing to the younger customers. Some of the new launches are slated for the second half of 2017. The customers will see the complete makeover of all its brands across segments by Q1 2018.
  • Along with the modernization of its brands, Revlon will also expand its global footprints and diversify its offerings so that there are products available at every price range. In Q2, Revlon’s color cosmetics re-entered Germany, which is the sixth largest beauty region in the world, and now Revlon is present across 1,600 new stores in Europe.
  • For hastening its product development processes, the company has hired an expert from the beauty industry in July and it has also partnered with third-party manufacturers.
  • Revlon’s presence in the e-commerce arena is still not strong enough and hence it is trying to enhance its digital presence in the U.S. and other important markets. Revlon has partnered with a leading digital consulting firm to improve its digital presence, as well.
  • Revlon has recently launched a ‘pizza cutter’ eyeliner, the first of its kind to be introduced by a beauty company, which seems to have already become a big hit among beauty users. Revlon’s Color Stay Exactify Liquid Liner has a spinning tip applicator and this innovative shape has earned it the name of a ‘pizza cutter’ eyeliner.
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2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for Revlon
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