By: Ashley Reeves
PEST AND INDUSTRY
ANALYSIS
HISTORY
Founded in 1932 by Charles and Joseph Revson, along with chemist
Charles Lachman
Products: Global color cosmetics, hair color, beauty tools, fragrances,
skincare, anti-perspirant/deodorants and beauty care tools
Net Sales 2010= $1.32 Billion
U.S.= 55%
International= 45%
Vision: “Glamour, excitement, and innovation through high-quality
products at affordable prices.”
Target market = women of all ages worldwide
Brands:
Revlon
Almay
Age Defying
ColorStay
HISTORY CONTINUED
Headquartered in New York, NY
CEO Alan Ennis as of May 2009
4,900 employees
17 manufacturing locations worldwide
U.S.,
Canada, Europe, Latin America, and Asia Pacific
EXTERNAL MACROENVIRONMENT FACTORS
POLITICAL FACTORS
Strict FDA regulations in the U.S. and other
countries
ECONOMIC FACTORS
Currency exchange rates
Revlon
would benefit from a weak U.S. dollar
relative to the currencies of other countries.
Growth in emerging markets
Sales
have grown immensely in the Asia Pacific
region.
Global economic conditions
Higher
unemployment levels
Decreased consumer spending
SOCIAL FACTORS
Changes in consumer purchasing habits
Increased customer awareness of permanent
make-up options
TECHNOLOGICAL FACTORS
E-Commerce
Use of social media
PEST ANALYSIS
Factor
Trend
Evaluation
Impact
Rank
(1=low,5=hig
h)
Political
Economic
Social
Technologica
l
Strict FDA
regulations in the
U.S. and other
countries
threat
2
currency exchange
rates
growth in emerging
markets
Global economic
conditions
opportunity/threat
4
opportunity/threat
5
opportunity/threat
2
changes in
consumer
purchasing habits
threat
3
Increased customer
awareness of
permanent makeup options...