Sales: $2.4 billion
Key personnel: Debra G. Perelman, president and chief executive officer; Sergio Pedreiro, chief operating officer; Chau Banks, chief technology and digital officer; Ely Bar-Ness, chief human resources officer; Victoria Dolan, chief financial officer; Meagan Fitzsimmons, chief compliance officer; Silvia Galfo, president, Revlon brand; Gillian Gorman Round, general manager, American Crew, CND, Flesh and Gatineau brands; Ava Huang, general manager, Elizabeth Arden brand; Serge Jureidini, chief marketing officer; Eric Lauzat, president, international; Keyla Lazardi, chief scientific officer; Sergio Pedreiro, chief operating officer; Cari Robinson, executive vice president and general counsel; Heather Wallace, president, Americas
Major products: Consumer: Revlon, Almay, SinfulColors and Pure Ice color cosmetics, Revlon Colorsilk hair color, Revlon beauty tools, Mitchum antiperspirant and deodorants, Ultima II and Gatineau skin care. Professional: Intercosmo, Orofluid, American Crew and UniqOne hair care; CND nail polishes. Elizabeth Arden: Elizabeth Arden, Red Door, Halston, Elizabeth Taylor, Brittney Spears, Visible Difference, Prevage, Elizabeth Arden Ceramide
New products: Revlon: Ultra HD Hyper Matte, Ultra HD Vinyl and Super Lustrous The Gloss lipcolors. Elizabeth Arden: Vitamin C ceramide capsules, Prevage Progressive Renewal treatment and Eight Hour Great 8 daily defense moisturizer. Almay: Healthy Hue Blush, Color & Care Lip Oil-in-Stick, Skin Perfecting Comfort Care Primer. CND: Shellac wear extended base coat, Shellac and Never Look Back, Nauti Nautical, Essentials Care Pens, VinyLux, Alluring Triology. Sinful Colors: Quick Bliss, Claws, Sweet & Salty. Mitchum: Triple Odor Defense. Fragrances: Christina Aguilera Xperience
Comments: Pre-COVID-19, post-COVID-19, it really doesn’t matter at Revlon, where sales continue to fall. In 2019, revenue dropped nearly 6%, with only Elizabeth Arden (EA) posting an increase, up 6.1% to $520 million, helped by higher demand for Ceramide and Prevage skin care products and certain EA fragrances but, other than that, it was all bad news for Revlon’s portfolio of cosmetics, skin care and fragrances. Sales of Revlon fell 4% to $959 million, due to lower sales of ColorSilk hair color, the eponymous color cosmetics and beauty tools. The catch-all portfolio portion of the business dropped 13.6% to $488 million due to declining sales of CND nail products; Almay, Pure Ice and SinfulColors color cosmetics, and Mitchum antiperspirants. There were a couple of bright spots as sales rose for American Crew hair care and Cutex nail products. Fragrance sales declined 11.4% to $453 million, which Revlon blamed on the weak retail environment.
There was some good news, however, as operating income rose due to improved efficiencies and the conclusion of the company’s 2018 Optimization Program which delivered $95 million in cost reductions. E-commerce sales rose 49% and accounted for more than 9% of sales last year and finally, sales in China surged 70%, helped by the online relaunch of Revlon color cosmetics.