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Revlon

Revlon, founded in 1932, initially dominated the nail enamel market but has faced significant financial struggles, accumulating nearly $2 billion in debt while attempting to revitalize its product lines. The company competes against major players like Procter & Gamble and L’Oreal in a $200 billion global cosmetics industry, with increasing competition for the African-American market. Critics warn that without additional loans, Revlon may face bankruptcy by mid-2004.

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Shitanshi Singh
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28 views7 pages

Revlon

Revlon, founded in 1932, initially dominated the nail enamel market but has faced significant financial struggles, accumulating nearly $2 billion in debt while attempting to revitalize its product lines. The company competes against major players like Procter & Gamble and L’Oreal in a $200 billion global cosmetics industry, with increasing competition for the African-American market. Critics warn that without additional loans, Revlon may face bankruptcy by mid-2004.

Uploaded by

Shitanshi Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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REVLON

History:
Formed in 1932 by brothers Charles and
Joseph Revson and Charles Lachmann (he
was a nail polish supplier.
Developed near monopoly with their only
one product - nail enamel, by selling door
to door at salons.
In their starting six years they
transformed their small nail enamel
company into multinational - dollar
organization
Present Conditions:
Company has continued to struggle in recent years and has a
debt of almost $2 billion, but continues to launch or
reintroduce new product lines.
Year 2001 - reintroduced Ultima II brand
Year 2002 - reintroduced Charlie perfume and manufactured
a line of nail and nail care products.
Year 2003 - reintroduced Moonlit Mauve color collection
and Almay Bright Eyes products.
Competition:
The competition is intense in cosmetic and skin care
industry.
Revlon’s major competitors include : Procter &
Gamble; Avon Products; Estee Lauder Companies;
L’Oreal; and Unilever
The cosmetic and skin care industry was a $200
billion business worldwide in 2003.
Competition for the African - American market is also
increasing .
Internal Factors for Revlon:
Organization/Manageme Marketing: Distribution:
nt: Website: Globalization of
In 1990, company www.revlon.com products increased
recruited experienced In 2001, Revlon efficiency and better
managers who would spokesperson use of assets.
achieve leadership promoted products for Production facilities
and vision of Revlon 18 years. in Mexico, Argentina,
Establised “Charlie In 2002, introduced a 13 South Africa, China
Awards” to recognize week storyline “all my and France.
deserving employees. children” coordinated
with James Bond movie
“DIE ANOTHER DAY”
Future Critics suggest that Revlon will have financial problems by
mid 2004 and may file bankruptcy unless the company
Outlook:
receives additional loans.
THANK YOU

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