Revlon- Marketing Plan

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Marketing Plan REVLON Table of Contents 1) Executive Summary Revlon, Inc. engages in manufacturing, marketing, and selling cosmetics, women’s hair color, beauty tools, anti-perspiring/deodorants, fragrances, skincare, and other beauty care products worldwide through its subsidiaries. The company primarily sells its products through sales representatives and independent distributors to mass volume retailers, chain drug stores, and department stores; other specialty stores, such as perfumeries; and to the United States military exchanges and commissaries. It also licenses its brand names to third parties for the manufacture and sale of beauty-related products and accessories. The company, which is a subsidiary of MacAndrews & Forbes Holdings Inc., was founded in 1932 and is based in New York, New York. Company Description Revlon was founded in 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the REVLON name. Starting with a single product nail enamel unlike any before it - the three founders pooled their meager resources and developed a unique manufacturing process. Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant / deodorants and beauty care products company whose vision is Glamour, Excitement and Innovation through High-quality Products at Affordable Prices. Mission and Goals Their strategic goal is to profitably grow the business. “2010 was a year of progress as we continued to execute our business strategy – we grew net sales, improved our financial performance, and strengthened our organizational capability. From a financial perspective, we increased profitability, achieved competitive operating margins, delivered our third consecutive year of free cash flow and improved our capital structure. From a marketplace perspective, we

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