revlon

revlon

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...

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