International beauty major Revlon has partnered with MDR Brand Management to create a global brand extension strategy that takes it into new spaces and drives deeper consumer engagement across the EMEA, APAC and Americas.
In June, Revlon announced the acquisition of prestige color and fragrance company Elizabeth Arden. By September the deal was final. Last month Revlon began streamlining the two businesses, and now this week the company has begun employee layoffs.
Former Revlon chief scientific officer Alan Meyers has sued the brand, claiming he was fired after raising safety concerns that the chief executive did not want to hear, and was discriminated against for being Jewish.
Revlon's ambition to inject greater dynamism in its brand portfolio
has resulted in a drop in its third quarter sales. A heavy
investment in the Almay brand combined with a fall in product
shipping in the US market adds to the...