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Report: Revlon Company Strategic Plan
Revlon Company Strategic Plan
by HAL
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Report: Revlon Company Strategic Plan
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Running head: Revlon Company Strategic Plan
Revlon Company Strategic Plan
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Running head: Revlon Company Strategic Plan
Revlon Company is a universal dealer of cosmetics, skincare products, personal care
items fragrances and professional products. The company founded by Charles Revson, Joseph
Revson and Charles Lachman in 1932 with a starting investment of $300. Initially, Revlon
Company almost got a monopoly on beauty product sales through the door to door selling of nail
polish. The success of the company begun with nail enamel that was opaque and long-lasting.
The enamel sold to beauty salons, department stores, and some drug stores. During the war,
Revlon contributed directly by making dye markers and first aid kits for the navy. The company
expanded to lipstick and marketed itself using the slogan “Matching lips and fingertips.” Soon
after, it ventured into manicure and pedicure kits. After the war, Revlon built its brand by
launching an enamel and lipstick promotion held twice a year, tied to the fashion trending at the
time. Besides, Revlon turned to television sponsorship to market itself and boosted sales.
Gradually, the company became one of the most recognized beauty brands across the world.
Michael Bergerac took over after the death of Charles Revson and created the pharmaceutical
side of Revlon. As a result, The Company lost its ground in the cosmetic world.
In 1955, Revlon went public and offered stock for the first time. One year later, the
company got listed in the New York stock exchange. In the 60s Revlon laid its groundwork for
international success by featuring American models in its advertisements. The innovativeness of
the company leads to a successful business venture. In 1985, Revlonwas bought by a subsidiary
of the MacAndrews & Forbes Holdings and in 1987; Almay joined the line of Revlon. In the 90s,
Revlon strengthened its cosmetic business and revitalized its leadership role in the industry.
Revlon made its first transfer resistant lip color leading to a line of ColorStayTM collection. In
due time, the company bridged the gap on its competitors and became the number one brand i...