Businessweek

Revlon, Inc., through its wholly-owned subsidiary, Revlon Consumer Products Corporation, engages in the manufacture, marketing, and sale of cosmetics, women’s hair color, beauty tools, anti-perspirant deodorants, fragrances, skincare, and other beauty care products. Business Strategy The company’s strategy is to build its brands by focusing on consumer-preferred brand offering; effective consumer brand communication; appropriate levels of advertising and promotion; and superb execution with its retail partners; develop its organizational capability through attracting, retaining and rewarding highly capable people and through performance management, development planning, succession planning and training; drive common global processes which are designed to provide the allocation of its resources; and purse growth opportunities with its existing brands, as well as seeking to acquire brands to complement its core business. Products Cosmetics — Revlon: The company sells a range of cosmetics under its primary Revlon brand designed to fulfill consumer needs, principally priced in the upper range of the mass retail channel, including face, lip, eye, and nail products. The company sells face makeup, including foundation, powder, blush and concealers, under the Revlon brand name. Revlon Age Defying, which is targeted for women in the over-35 age bracket, incorporates its patented Botafirm ingredients to help reduce the appearance of lines and wrinkles. Revlon Age Defying with DNA Advantage foundation, powder and concealer help protect the skin’s DNA and fight visible signs of aging. The company also markets a range of Revlon ColorStay liquid and powder face makeup with patented long-wearing ingredients and Revlon SoftFlex technology, which provides enhanced comfort, as well as a concealer with a time-release formula that continually conceals flaws, imperfections and dark circles. Revlon ColorStay Aqua Mineral makeup and finishing powder provides an instant cooling burst of hydrating coconut water for a luminous look that lasts all day. Revlon ColorStay Whipped Crème patent-pending makeup provides a mousse-like texture with a time-release formula that balances skin for a flawless look. The Revlon PhotoReady franchise, which includes primer, makeup, powder, bronzer, blush and finisher, are designed with photochromatic pigments that bend and reflect light to give a flawless, airbrushed appearance in any light. Revlon PhotoReady Airbrush Mousse makeup goes on light as air, while providing the appearance of a perfectly blended, smooth and poreless complexion. Revlon PhotoReady Concealer is an all-over face concealer that helps cover imperfections and camouflage dark under-eye circles. Revlon PhotoReady Primers smooth skin while evening out uneven skin tone or reducing the appearance of fine lines and wrinkles. Revlon PhotoReady BB Cream Skin Perfector is a multi-benefit beauty balm that hydrates like a moisturizer, smooths skin like a primer, covers like a foundation and blurs flaws like a concealer, while protecting skin with a range of SPF 30. Revlon PhotoReady Sculpting Brush Palette provides a palette of three complementary shades to sculpt, color and illuminate cheekbones and create a multi-dimensional look. The Revlon Nearly Naked franchise, which includes a makeup and pressed powder, provides fresh flawless skin with undetectable coverage. The company markets various different lines of Revlon lip makeup, including lipstick, lip gloss and lip liner, under various Revlon brand names. Revlon Super Lustrous lipstick is the company’s primary wax-based lipcolor, offered in various shades of lipstick and lip gloss, and has LiquiSilk technology designed to boost moisturization using silk dispersed in emollients. Revlon ColorStay Ultimate liquid lipstick is comfortable, food-proof and wears for up to 24 hours. Revlon ColorStay Ultimate Suede lipstick lasts all day and gives lips a velvety, suede look. Revlon ColorStay Mineral lipglaze is the company’s primary long-wearing lip gloss with up to eight hours of wear. Revlon Just Bitten Kissable balm stain is a pampering balm fused with a stain that provides for softer, smoot