Revlon is a universal company that sells products for skin care, cosmetics, personal care, fragrance and professional products. It was founded in 1932 and began in the nail polish market, soon after expanding into lipstick. Over the past six years, Revlon has consistently lost revenue and struggled with debt. Even though they have eliminated executive positions, reduced staffing and consolidated sales and marketing functions to save an approximate $33 million, the company is still in serious trouble.
Should Revlon concentrate its efforts on international markets, given the low value of the dollar and competitive pressures? What countries should Revlon focus on? I think that Revlon should continue to pursue efforts internationally even given the low value of the dollar and the competition. The company may be struggling, but the products are already known in the 100 countries that Revlon currently has markets in. I also think that they should continue to expand in the United States, maybe choosing some different target groups as the current targets do not seem to be responding as well as they would like. I believe Revlon should focus on countries in Europe and Asia where the majority of the fashion world is located. France, England, Italy, Japan and China would be good starting countries as these are all fashion capitals. Cosmetics and beauty products go hand in hand with fashion trends and would probably quickly align with this type of market.
Should Revlon diversify its operations or develop joint ventures with other cosmetics companies? Would jewelry be a good industry to enter given the aging society? Any company can benefit by being open to new and different ideas. Revlon right now appeals to a lot of older baby boomers. I would also recommend that the company might look into joint ventures with other companies that focus more on the younger...
Revlon – 2007
Forest David: Francis Marion University
A.Case...