Profile: Revlon Inc (REV)
18 Aug 2017
Revlon, Inc., incorporated on April 24, 1992, manufactures, markets and sells a range of beauty and personal care products, including color cosmetics, hair color, hair care and hair treatments, as well as beauty tools, men's grooming products, anti-perspirant deodorants, fragrances, skincare and other beauty care products. The Company operates through four segments: the consumer division (Consumer); the professional division (Professional); Elizabeth Arden, and Other. The Company conducts its business through its operating subsidiary, Revlon Consumer Products Corporation (Products Corporation) and its subsidiaries.
The Company maintains separate Websites, including www.revlon.com, www.elizabetharden.com, www.almay.com, www.revloncolorsilk.com, www.revlonprofessional.com, www.americancrew.com, www.cnd.com and www.mitchum.com, devoted to the Revlon, Elizabeth Arden, Almay, Revlon ColorSilk, Revlon Professional, American Crew, CND and Mitchum brands, respectively. Each of these Websites feature product and promotional information for the brands. The Company operates a research and development facility in Edison, New Jersey for products within its Consumer and Elizabeth Arden segments. The Company has research facilities for its products within the Professional segment in the United States (in California and Florida), Spain and Mexico.
The Company's Consumer segment includes cosmetics, hair color and hair care, beauty tools, anti-perspirant deodorants, fragrances and skincare products sold to large volume retailers, chain drug and food stores, chemist shops, hypermarkets, general merchandise stores, the Internet/e-commerce, television shopping, department stores, one-stop shopping beauty retailers, specialty cosmetics stores and perfumeries in the United States and internationally. The Company manufactures and markets a range of cosmetics, including face, lip, eye and nail products. The Company sells a range of cosmetics under its Revlon brand. The Revlon brand consists of face makeup, including foundation, powder, blush and concealers; lip makeup, including lipstick, lip gloss and lip liner; eye makeup, including mascaras, eyeliners, eye shadows and brow products, and nail color and nail care lines. Its franchises within the Revlon brand include Revlon ColorStay, which offers consumers a range of products with long-wearing technology; Revlon PhotoReady products that are offered in face and eye makeup and are designed with photochromatic pigments that bend and reflect light; Revlon Age Defying, which consists of face makeup for women in the over-35 age bracket, with ingredients to help reduce the appearance of fine lines and wrinkles; Revlon Super Lustrous, which is the Company's wax-based lipcolor and is offered in a range of shades of lipstick and lip gloss, and Revlon Mascara, which consists of a collection of five mascaras, each with a lash benefit, including lash definition, length, volume, magnified volume and length, and an all-in-one formula.
The Company's Almay brand consists of hypo-allergenic, dermatologist-tested, fragrance-free cosmetics and skincare products. The Almay brand consists of face makeup, including foundation, pressed powder, primer and concealer; eye makeup, including eye shadows, mascaras and eyeliners; lip makeup, and makeup removers. Franchises within the Almay brand include Almay Smart Shade in face; Almay Intense i-Color in eye, and Almay Color + Care in lip. The Company's SinfulColors and Pure Ice brands consist primarily of nail enamels, available in various bold, vivid and on-trend colors.
The Company sells both hair color and hair care products throughout the world to large volume retailers and other retailers, primarily under the Company's Revlon ColorSilk franchise, as well as under the Llongueras brand in Spain. Revlon ColorSilk products provide color that leaves hair nourished, hydrated and ultra-conditioned. The Company sells Revlon beauty tools, which include nail, eye and manicure and pedicure grooming tools, eye lash curlers and a range of makeup brushes under the Revlon brand name. The Company sells a selection of fragrances, including perfumes, eau de toilettes, colognes and body sprays. The Company's portfolio includes fragrances under brand names, such as Charlie and Jean Nate. The Company sells deodorant products for men and women. The Company sells skincare products in the United States and in other countries under various regional brands, including the Company's Natural Honey and Gatineau brands.
The Company's Professional segment includes a line of products sold to hair and nail salons, and professional salon distributors, including hair color, shampoos, conditioners, styling products, nail polishes and nail enhancements. The Professional segment also includes a multi-cultural line sold in both professional salons, large volume retailers and other retailers. As of December 31, 2016, the Company's Revlon Professional brand included hair color, hair care and hair treatment products that are distributed to professional salons, salon professionals and salon distributors, and sold in over 80 countries. Revlon Professional salon products include Revlonissimo NMT, Nutri Color Creme, Sensor Perm and Revlon Professional Equave.
The Company sells men's shampoos, conditioners, gels and other hair care, and grooming products for use and sale by professional salons under the American Crew brand name. The Company also sells unisex hair products under the d:fi brand, which is a full line of cleansing, conditioning and styling products. The Company sells nail enhancement systems and nail color and treatment products and services for use by the professional nail salon industry under the CND brand name. CND offers professional nail, hand and foot care products. CND nail products include CND Shellac brand 14+ day nail color system, and CND Vinylux weekly polish, a nail polish. The Company also sells professional hair products under brand names, such as Orofluido, UniqOne and Intercosmo. The Company sells multi-cultural hair-care products to professional salons, large volume retailers and other retailers, primarily in the United States under the Creme of Nature brand.
Elizabeth Arden Segment
The Elizabeth Arden segment's portfolio include Elizabeth Arden, which produces skin care, color cosmetics and fragrances under the Elizabeth Arden brand, including Visible Difference, Ceramide, SUPERSTART, Prevage, Eight Hour Cream, Red Door, Green Tea, 5th Ave and Always Red, and Heritage, Designer, and Celebrity Fragrances, which include a number of core brands, including Britney Spears, Christina Aguilera, Elizabeth Taylor, Curve, Giorgio Beverly Hills, Ed Hardy, Jennifer Aniston, Lucky Brand, PS Fine Cologne for Men, Halston, Geoffrey Beene, Alfred Sung and White Shoulders. Its Designer fragrance brands include Juicy Couture, John Varvatos and Wildfox Couture. Celebrity fragrances include Mariah Carey. As of December 31, 2016, Elizabeth Arden also distributed approximately 260 additional prestige fragrance brands owned by third parties. These products are typically sold to retailers in the United States and internationally, including prestige retailers and specialty stores and mass retailers, including mid-tier and chain drug retailers and other international and travel retailers.
The Company's Other segment primarily includes the distribution of prestige, designer and celebrity fragrances, cosmetics and skincare products, such as La Perla branded products. The Other segment includes the operating results of the CBBeauty Group and certain of its related entities (CBB) business, which develops, manufactures, markets and distributes fragrances, and other beauty products, principally through department stores and selective distribution in international territories.
The Company competes with L'Oreal S.A., The Procter & Gamble Company, Avon Products, Inc. & New Avon LLC, Coty, Inc., Shiseido Co., Johnson & Johnson, Kao Corp., Henkel AG & Co., Mary Kay Inc., Hand & Nail Harmony, Inc., Oriflame Holding AG, Markwins International Corporation, LVMH Moet Henessy Louis Vuitton SE, Elizabeth Arden, Inc., Boots UK Limited and The Estee Lauder Companies Inc.
1 New York Plz
NEW YORK NY 10004-1901