Profile: Revlon Inc (REV)
13 Mar 2014
Revlon, Inc. is a holding company. The Company operates its business through its direct wholly owned subsidiary, Revlon Consumer Products Corporation (Products Corporation) and its subsidiaries. It is a direct and indirect majority-owned subsidiary of MacAndrews & Forbes Holdings Inc. (MacAndrews & Forbes Holdings). The Company manufactures, markets and sells a range of cosmetics, women’s hair color, beauty tools, anti-perspirant deodorants, fragrances, skincare and other beauty care products. The Company’s products are sold worldwide and marketed under brand names, such as Revlon, including the Revlon ColorStay, Revlon Super Lustrous and Revlon Age Defying franchises; Almay, including the Almay Intense i-Color and Almay Smart Shade franchises; Sinful Colors in cosmetics; Revlon ColorSilk in women’s hair color; Revlon in beauty tools; Mitchum in anti-perspirant deodorants; Charlie and Jean Nate in fragrances, and Ultima II and Gatineau in skincare. In October 2013, its wholly owned operating subsidiary, Revlon Consumer Products Corporation, acquired The Colomer Group, including the Revlon Professional business.
The Company’s principal customers include mass volume retailers and chain drug and food stores (collectively, the mass retail channel) in the United States, as well as certain department stores and other specialty stores, such as perfumeries, outside the United States. The Company also sells beauty products to the United States military exchanges and commissaries. It also has a licensing business pursuant to, which the Company licenses some of its key brand names to third parties for complementary beauty related products and accessories. The Company’s products are sold in more than 100 countries across six continents. Its principal customers include Walmart, Walgreens, CVS and Target in the United States, Shoppers DrugMart in Canada, A.S. Watson & Co. retail chains in Asia Pacific and Europe and Boots in the United Kingdom.
Cosmetics - Revlon
The Company sells a range of cosmetics under its Revlon brand. The Company sells face makeup, including foundation, powder, blush and concealers, under the Revlon brand name. Revlon Age Defying, which is focused for women in the over-35 age bracket, incorporates the Company’s Botafirm ingredients to help reduce the appearance of lines and wrinkles. The Company also markets a complete range of Revlon ColorStay liquid and powder face makeup with long-wearing ingredients and SoftFlex technology. The Revlon ColorStay Mineral collection includes Revlon ColorStay Mineral Mousse makeup, as well as Revlon ColorStay Mineral pressed blush and bronzer. Revlon ColorStay Aqua Mineral Makeup provides a cooling burst of hydrating coconut water for a luminous look that lasts all day.
The Revlon PhotoReady franchise, which includes primer, makeup, powder and finisher, are designed with photochromatic pigments. Revlon PhotoReady Compact Makeup has a screen that transforms cream to liquid and dries down to a soft powder finish. Revlon PhotoReady Concealer is an all-over face concealer that helps erase imperfections and camouflage dark under-eye circles. The Company markets several different lines of Revlon lip makeup, including lipstick, lip gloss and lip liner, under several Revlon brand names. Revlon Super Lustrous is its wax-based lipcolor, offered in a range of shades of lipstick and lip gloss, and has LiquiSilk technology designed to boost moisturization using silk dispersed in emollients. Revlon ColorStay Soft & Smooth lip color, with ingredients, offers long-wearing benefits while enhancing comfort with SoftFlex technology. Revlon ColorStay Ultimate liquid lipstick is the lipcolor that has ColorStay long-wearing technology.
Revlon ColorStay Mineral lipglaze is the Company’s lip gloss with up to eight hours of wear. Revlon Just Bitten is dual ended lips stain and lip balm that provides kiss-proof color with soft shine. Revlon ColorBurst lipgloss is a lipgloss available in 15 shades that provides a pop of weightless color and mirror-like shine and Revlon ColorBurst Lip Butter is a softening, smoothing and instantly hydrating balm that is available in 20 shades. The Company’s eye makeup products include mascaras, eyeliners, eye shadows and brow products under several Revlon brand names. In mascaras, the Company’s key franchises include Revlon Grow Luscious and Revlon Lash Fantasy Total Definition.
The Company’s eyeliners include Revlon Grow Luscious lash liner, Revlon ColorStay eyeliners and Revlon Luxurious Color liners. The Company’s eye shadow products include Revlon ColorStay and Revlon Luxurious Color. The Company’s nail color and nail care lines include enamels, treatments and cuticle preparations. The Company offers nail care products, which includes Revlon Quick Dry Top Coat, Revlon Quick Dry Base Coat, Revlon ColorStay and Revlon Top Speed.
Hair - Revlon
The Company sells both hair color and hair care products throughout the world. In women’s hair color, it markets brands, including Revlon ColorSilk and Revlon ColorSilk Luminista.
Beauty Tools - Revlon
The Company sells Revlon beauty tools, which include nail, eye and manicure and pedicure grooming tools, such as clippers, scissors, files, tweezers, eye lash curlers and a line of makeup brushes under the Revlon brand name. Revlon beauty tools are sold individually and in sets.
Cosmetics - Almay
The Company’s Almay brand consists of cosmetics and skincare products. Almay products include face and eye makeup and makeup removers. Within the face category, Almay Smart Shade offers ingredients for foundation, pressed powder and concealer that are designed to match consumer skin tones. The Almay Smart Shade franchise includes Almay Smart Shade Perfect & Correct Primer. Almay Clear Complexion is makeup, concealer and treatment gel. Almay TLC Truly Lasting Color is a makeup and pressed powder. Almay Wake-Up foundation is a powder formula. Almay Wake-Up is its under-eye concealer. Almay Intense i-Color is the Company’s eye makeup brand. the COmpany's Almay Intense i-Color Shadow Trios include Almay Intense i-Color Smoky-i, Almay Intense i-Color Satin-i and Almay Intense i-Color Shimmer-i kits. Its other eye makeup brands include Almay One Coat, Almay Triple Effect and Almay One Coat Get Up & Grow. Almay eye makeup removers are offered in a range of eraser sticks, pads and towelettes.
Cosmetics - Sinful Colors
The Company’s Sinful Colors brand consists of nail enamels. Sinful Colors brand is available in many colors.
In the anti-perspirant deodorants product category, the Company markets Mitchum anti-perspirant products, with ingredients, in many countries. Mitchum Advanced Control, a line of stick/solid anti-perspirants offered in five fragrances.
The Company sells fragrances, including perfumes, eau de toilettes, colognes and body sprays. The Company’s portfolio includes fragrances under the brand names, such as Charlie and Jean Nate.
The Company sells skincare products in the United States and in global markets under brand names, including Revlon and Almay. It also sells skincare products under its regional brands, which includes Gatineau and Ultima II.
The Company competes with L’Oreal S.A., The Procter & Gamble Company, Avon Products, Inc. and The Estee Lauder Companies Inc.
237 PARK AVENUE
NEW YORK NY 10017