Revlon

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Revlon, Inc. is a cosmetics, skin care, fragrance and personal care company multinational America founded in 1932 and based in New York City.

Video Revlon

Histori

Pendirian dan kontrol Charles Revson (1932-1975)

Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph along with a chemist, Charles Lachman, who donated "L" in the name of Revlon. Started with one product - a new nail type - the three founders gathered their resources and developed a unique manufacturing process. Using a non-dyeing pigment, Revlon develops new shades of frosted enamel. In 1937, Revlon began selling polishes at department stores and pharmacies. In six years, the company became a multimillion-dollar organization. In 1940, Revlon offered an entire line of manicure, and added lipstick to the collection. During World War II, Revlon created makeup and related products for the United States Army, which was honored in 1944 with the Naval Army's "E" Award for Excellence.

At the end of the war, Revlon was listed as one of the top five home cosmetics in America. Extending its capabilities, the company buys Graef & amp; Schmidt , a cutting tool manufacturer confiscated by the government in 1943 due to German business ties. This acquisition allowed Revlon to produce its own manicure and pedicure instruments, instead of purchasing them from outside supply sources.

Stock market

In November 1955, Revlon became public. The IPO price is $ 12 per share, but it reaches $ 30 per share within 8 weeks.

Division

In the 1960s, Revson segmented Revlon Inc. into different divisions, each focusing on a different market. He borrowed this strategy from General Motors. Each division has its own target customers:

• Revlon, the biggest and most popular brand
• Princess Marcella Borghese, upscale/international
• Ultima II, premium
• Natural, junior wonders
• Moon Drops, dry skin
• Etherea, hypo-allergenic

Acquisitions

In 1957, Revlon acquired Knomark, a shoe-shine company, and sold its shoe polish line Esquire Shoe Polish in 1969. Other acquisitions, such as Ty-D-Bol , makers toilet cleaners, and a 27 percent interest in the Schick electric shaver company were immediately disposed of. Evan Picone, the manufacturer of women's sportswear that came with a $ 12 million price tag in 1962, resold to one of the original partners four years later for $ 1 million. However, the 1967 acquisition of the US Vitamins and Pharmaceuticals Company made Revlon a leader in diabetes medicine.

The company began marketing its products abroad in the late 1950s. In 1962, when Revlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico, and Asia. Revlon's entrance to the Japanese market is typical of its international sales strategy. Instead of adapting his ads and using the Japanese model, Revlon chose to use US ads and basic models. Japanese women love the look of America, and sales for 1962 reached nearly $ 164 million.

In 1968, Revlon introduced Eterna27, the first cosmetic cream with an estrogen precursor called Progenitin (pregnenolone acetate), and introduced the world's first American fashion designer fragrance, Norman Norell. Later, Revlon launched the Braggi and Pub for men, and a wig care product line called Wig Wonder.

In 1970, Revlon purchased the Mitchum deodorant line. In 1971, Flex shampoos and conditioners were introduced.

In 1973, Revlon introduced Charlie. Aimed at markets under 30, Charlie Shelley Hack's model in Ralph Lauren outfits, personifying independent women in the 1970s. This is the first ad perfume featuring a woman wearing pants. Charlie raised Revlon's net sales figure to $ 506 million for 1973 and nearly $ 606 million the following year. Shelley Hack appeared in Oprah in 2007 to talk about Charlie's print power and commercial advertising. Their follow-up scent, Jontue , became the number two best seller.

Model

In 1973, Lauren Hutton's model signed an exclusive modeling contract, agreeing to pose for a $ 400,000 Ultima Revlon line for two years. She is featured on the cover of Newsweek for this highly sophisticated cosmetic contract. In addition, renowned photographer Richard Avedon was signed as an exclusive photographer for the brand - another cosmetics industry first.

Control Michel Bergerac (1975-1985)

In 1975, Charles Revson died. Michel Bergerac, whom Revson has hired as President of the company, continues to expand the company's holdings. Revlon acquired Coburn Optical Industries, a manufacturer of Oklahoma-based optical and optical processing equipment and equipment. Barnes-Hind, the marketer of America's largest hard contact lens solution, was purchased in 1976 and strengthens Revlon's eye care market share. Revlon purchased Armor Pharmaceutical Company, a division of Armor and Company, from The Greyhound Corporation in 1977. Other acquisitions included Lewis-Howe Company, antacid maker Tums in 1978. Operation this health care helped the sales figure to break the $ 1 billion mark in 1977, bringing the total sales to $ 1.7 billion in 1979.

In the mid-1980s, Revlon lost ground to Està © Lauder. Estee Lauder spent millions of dollars on various magazine ads featuring Czech supermodel Paulina Porizkova, shot by famous fashion photographer Chicago, Victor Skrebneski. Revlon's share dropped from 20 percent to 10 percent of the department store's cosmetic sales. Sales at the pharmacy also declined as Revlon lost a stake for the Noxell Girl Cover brand. Revlon is compensated with more acquisitions; Max Factor, Ellen Betrix, Charles of the Ritz, Germaine Monteil, Almay, Fermodyl, Lancaster, Aziza, and Halston. The 1977 acquisition of Carlos Colomer, a Spanish professional beauty supply distributor, brought Fermodyl and Roux and helped introduce Revlon to the world of ethnic care: Creme of Nature , Realistic , Beautiful Color and Milk and Honey . In 1983 the company tried to take over the unsuccessful Gillette. In 1989, Revlon became one of the first companies to replace animal tests with alternative safety testing methods.

On November 5, 1985, at $ 58 per share, valued at $ 2.7 billion, Revlon was sold to Pantry Pride (later renamed Revlon Group, Inc.), a subsidiary of MacAndrews & Ronald Perelman; Forbes. Purchase - engineered with the help of the garbage boss Michael P. Milken - burdened by Revlon with a debt burden of $ 2.9 billion, which became albatross on the neck of the company for years to come. Pantry Pride Inc. offered to buy part or all of Revlon's 38.2 million shares of $ 47.5 per share when the road price reached $ 45 per share. Initially rejected, he repeatedly raised his bid to $ 53 per share while countering Revlon's management every step of the way. Forstmann Little & amp; The company dived at $ 56 per share, a brief public bidding war broke out, and Perelman won with a $ 58 per share bid. Perelman paid $ 1.8 billion to Revlon shareholders, but he also paid $ 900 million from other costs associated with the purchase. Perelman filed a lawsuit in the Delaware Court of Chancery to force Revlon to accept Perelman's offer, and the resulting appeal decision, Revlon v. MacAndrews & amp; Forbes Holdings , is an important case in determining the obligations of directors of public companies in hostile takeover situations under Delaware law.

Perelman has Revlon sold four divisions: two for $ 1 billion, vision care division for $ 574 million, and the National Health Laboratory division that became publicly owned in 1988. Additional make-up lines were purchased for Revlon: Max Factor in 1987 and Betrix in 1989, then sold to Procter & amp; Gamble in 1991. Also in 1991, Revlon sold Clean & amp; Remove brand to Johnson & amp; Johnson.

In March 2011, Revlon acquired Mirage Cosmetics, a maker of Sinful Colors nail products.

In 2011, PETA issued Revlon and other well-known cosmetic brands from the list of companies that did not test their products on animals after the organization learned that they were paying Chinese laboratories to test their cosmetics on rabbits and other animals.

In August 2013, Revlon Consumer Products Corp purchased the Colomer Group from CVC Capital Partners, a private equity firm, for $ 660 million.

After experiencing business losses in 2011 and 2012, by the end of 2013, Revlon announced that it will be out of the Chinese market, which employs 1,100 people. Businesses in China accounted for only 2 percent of Revlon's international net sales.

On November 1, 2013, Revlon named Lorenzo Delpani as President and CEO

In March 2014, Revlon announced to leave the city center and move the headquarters up two floors at One New York Plaza.

On September 22, 2014, Revlon's board of directors voted Roberto Simon as executive vice president and chief financial officer, effective Sept. 30.

On April 30, 2015, Revlon completed the acquisition of a US-based fragrance management company CBBeauty including its UK distributor SAS & amp; Company .

On June 16, 2016, Revlon announced to buy its rival, Elizabeth Arden, Inc. for $ 870 million. This acquisition was completed on September 7, 2016.

The company announced on 29 January 2017 that Fabian Garcia's CEO will leave the company at the end of February. Board member, Paul Meister, will be the deputy chairman of the board and run the day-to-day operations. The quarterly report from late 2017 estimates its quarterly loss to fall between between $ 60 million and $ 80 million.

In May 2018, the company announced the appointment of Debra Perelman, daughter of Ronald Perelman, to the position of chief executive officer. He will be the company's first CEO after serving as COO from January 2018 and has served on the board since 2015.

Maps Revlon

Ads

Until the 1940s, Revlon magazine ads were drawn by hand and mostly in black and white. Beginning in 1945, Revlon began launching colorful photography advertisements in magazines and major stores across the country. Revlon introduces nail polish and lipstick that matches exotic and unique names. The ad was taken by top fashion photographers of the day including Richard Avedon, Cecil Beaton, and John Rawlings. Some of these ads are for "Paint the Town Pink" and "Fatal Apple" 1945 with Dorian Leigh. In 1947 Revlon introduced the "Bachelor Carnation" and in 1948, "Sweet Talk".

In 1950, Revlon introduced red lipstick and nail enamel called "Where's Fire?" Revlon uses the word "fire" again later in their "Fire and Ice" ad. One of the world's first supermodels, Dorian Leigh, starred in some of Revlon's most memorable commercials of all time. In 1946, Dorian was covered in purple flowers and wrapped in a pale purple sheet for "Ultra Violet." In 1947, Dorian appeared in "Fashion Plate." In 1953, at the age of 36, â € <â €

15-year-old younger brother Dorian Leigh, Suzy Parker, also shot many advertisements of Revlon magazine in the 1950s. Charles Revson, who wants to marry Dorian at some point, hates Suzy, and vice versa. At one point, he refused to hire her again because Suzy complained about the "peanut" salary she received from Revlon. Richard Avedon, however, after photographing other models for a certain Revlon ad, will call Suzy at the last minute, sometimes late at night, to do a re-take with him. This happened with "Stormy Pink," Suzy's ad shot very late at night with a wild white horse in the ocean. Avedon would then tell Revson that it was not Suzy in the ad, but a model named "Bubbles" or some other fake name.

In 1970, Revlon became the first American cosmetics company to feature African American models, the icon of Naomi Sims, in their ad. In the late 1970s, Revlon also made history when creating their cosmetic lines, specifically for women of color, called "The Polished Ambers Collection" and the icon of the chosen fashion model, Faith, to be featured in an advertising campaign. Revlon is also famous for displaying a broad age range model in the 1980s, including 13-year-old Milla Jovovich and then 60-year-old Audrey Hepburn. Despite the successful campaigns of the 1980s and 1990s featuring models, notably Cindy Crawford, Revlon decided to drop fashion models and focus on movie stars, among them Kate Bosworth, Jaime King, Halle Berry, Susan Sarandon, Melanie Griffith, Julianne Moore, Eva Mendes, Jessica Alba, Jennifer Connelly, Beau Garrett, Jessica Biel, Olivia Wilde, Emma Stone, and Bond girls. In 2009, Australian supermodel Elle Macpherson became the new spokesperson for the company. American actress Jessica Biel is the latest woman to model for the brand, first featured in an advertisement in January 2010. In 2008, celebrity makeup artist Gucci Westman was hired as Revlon Global Artistic Director, representing the company on the runway show and brand events and designing collections.

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Philanthropy

Revlon is the corporate sponsor of several charity projects. The biggest is the Revlon Run Walk, running and running event held in New York and Los Angeles to raise money and awareness for breast and ovarian cancers. Revlon also supports other cancer charities such as Look Good Feel Better and the National Breast Cancer Coalition and operates mobile mammography clinics in and around Oxford, North Carolina, where the company's main manufacturing operations are located. In 1996 Revlon supported the development of a breast center at the University of California, Los Angeles. Renamed the Revlon/UCLA Breast Center, this center is a renowned institute for breast cancer care and research as well as other breast diseases and disorders. A Revlon lip gloss shade that results in supporting Revlon's cancer charity was also made in 2009.

In September 2010, Revlon, with global artistic director Gucci Westman and Halle Berry spokesman hosted a show at Fashion's Night Out in New York City to raise funds for Jenesse Center, a Los Angeles organization for victims of domestic violence. Revlon also hosts luncheons and other events to gain center benefits and partner with online retail drugstore.com to donate lipstick sales to the organization.

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See also

• List of Revlon spokesmodels

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References

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External links

• Official website
• Revlon, Inc. Company Profile, Yahoo!
• Company History
• About Revlon Inc. in French/Au sujet de la Cie Revlon
• Revlon sales are lifted by good duty free performance
• Seeing Red: Revlon and Me: A Memoir

Source of the article : Wikipedia