Revlon unveils new brand structure

By

Kate Dingwall

Published
Jan 18, 2017

Revlon has announced an upheaval to its brand structure, opting for a new organization structure to welcome greater long-term growth. This future growth comes hand-in-hand with the recent acquisition of mega beauty brand Elizabeth Arden.

Fabian Garcia, President, and CEO of Revlon said, regarding the new structure, “This new brand-centric structure enables us to leverage the strength of our iconic brands, better focus on and serve beauty consumers, and quickly adapt to their changing behaviors and preferences. Aligned with our strategy, the new brand-centric structure better positions us to grow and win across categories, channels and geographies by delivering consistent, seamless and exceptional brand experiences, wherever and however our consumers shop for beauty."

The new structure will be centered around creating and optimizing four global brand teams to focus on upping brand equity – Elizabeth Arden, Fragrances, Portfolio Brands, and Revlon. In each of these brand teams, 
the Finance, HR, Supply Chain, Research & Development, Legal, and Communications departments will be reorganizing internally to support the brand restructuring.

On the regional level, a new customer-facing structure will be another priority of the structure upheaval, concentrating on optimizing global sales and brand presence in North America, Europe, the Middle East & Africa, Latin America, and the Pacific.

This new plan will help Revlon Inc. on its plan to reach $5 billion in sales within the next five years. Achieving this goal would help Revlon become one of the top 10 global beauty brand, up from its current number 22 spot.

Revlon boasts a broad portfolio of cosmetics, skincare, fragrance, hair color, beauty tools, men’s products, and deodorant companies, with a footprint in over 150 countries. The beauty giant's portfolio includes brands like Revlon, Elizabeth Arden, Revlon ColorSilk, Revlon Professional, American Crew, Almay, Mitchum, Cutex, Elizabeth Taylor, Britney Spears, Juicy Couture, Curve, John Varvatos and Christina Aguilera. Revlon acquired Elizabeth Arden in September, purchasing all outstanding shares at an enterprise value of $870 million. The companies merged, now operating under one stock ticker name.