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Revlon Revamps Marketing Initiatives In Push To $5 Billion In Sales

March 9, 2017: 12:00 AM EST
Revlon is gearing up marketing initiatives to revive its existing brand portfolio as part of its plan to become a $5 billion business in five years. Following its acquisition of Elizabeth Arden for $800 million last year, annual sales are about $3 billion. Revlon's CEO Fabian Garcia emphasizes that it does not intend any further acquisitions and plans to grow organically. Marketing is now more focused on younger clientele and gives emphasis to social media presence and digital marketing. Some of Revlon's recent marketing initiatives include signing social media beauty influencers and celebrities like Gwen Stefani, collaboration with Amazon for the launch of The Love Project that targets socially conscious Millennials and hiring Allure magazine editor in chief Linda Wells as its Creative Officer. [Image credit © Revlon]
Trefis Team, "Here's how Revlon is Gearing Up its Marketing Initiatives for the Revival of its Brands", NASDAQ, March 09, 2017, © NASDAQ, Inc.
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