Company News, Financial News

Revlon Reorganizes Business

Unveils new 'brand-centric' structure.


By: Melissa Meisel

Revlon Reorganizes Business

Revlon unveiled a new organization structure designed to enable the company to meet its long-term growth aspirations and more effectively compete in the dynamic and rapidly growing, global beauty industry, it contends. With the successful acquisition of Elizabeth Arden in September 2016, the $3 billion combined beauty company has a diverse portfolio of iconic brands with product offerings in color cosmetics, skin care, fragrance, hair color and hair care, beauty tools, men’s grooming products, anti-perspirant deodorants and other beauty care products, sold in approximately 150 countries through a variety of distribution channels.

“This new brand-centric structure enables us to leverage the strength of our iconic brands, better focus on and serve beauty consumers, and quickly adapt to their changing behaviors and preferences,” said Fabian Garcia, president & CEO of Revlon. “Aligned with our strategy, the new brand-centric structure better positions us to grow and win across categories, channels and geographies by delivering consistent, seamless and exceptional brand experiences, wherever and however our consumers shop for beauty.”

The company will organize to a new brand-centric structure, built around four global brand teams, Revlon, Elizabeth Arden, Fragrances and Portfolio Brands, designed to optimize and focus on building brand equity and delighting and winning with beauty consumers.

To ensure that the organization also benefits from its broad commercial expertise and continues to develop strategic customer relationships, a new customer-facing regional structure will optimize global sales and brand presence behind five regions in North America; Europe, Middle East & Africa; Asia; Latin America, which includes Mexico; and Pacific, which includes Australia and New Zealand.

In order to better support the new brand-centric and regional structures, the enabling functions, including Finance, Human Resources, Supply Chain, Research & Development, Legal, and Communications & Corporate Social Responsibility, will also reorganize their departments.


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