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International cosmetics group company: Revlon (REV) (1932)

Revlon, Inc. (NYSE: REV) was founded in 1932 and is headquartered in New York, USA, with 7,100 full-time employees. It is a global manufacturer and seller of beauty and personal care products and a subsidiary of MacAndrews & Forbes Inc. .

Revlon Inc Logo

Revlon (REV):

Revlon, the Chinese name Revlon, is a Qingping tone taken by Huang Zhan from the Tang Dynasty poet Li Bai. It was founded by Charles Lang Fuxun, his brother Joseph and a chemist Charles Langman. It is an international cosmetics group company engaged in the sale of makeup, Hair dyes, beauty tools, perfumes, skin care products, antiperspirants/deodorants, and beauty care products. Its vision is to provide attractive, passionate and innovative high-quality products at the most reasonable prices.

Revlon is one of the world’s most popular consumer brand franchisees. Revlon’s global brands include Revlon® makeup, Almay® makeup, SinfulColors® makeup, Pure Ice® makeup, Revlon Colorsilk® hair dye, Revlon beauty tools, Charlie® perfume, Mitchum® antiperspirant/deodorant products, Ultima II®, Gatineau® Skin care products are sold in more than 100 countries on six continents around the world.

In the first half of 1962, Revlon began to sell in Greater China. On December 31, 2013, Revlon announced that it would withdraw from the Chinese market in February 2014 and lay off 1,100 employees due to poor performance in the Chinese market.

Revlon started from the only product-“Nail Polish” in 1932, pooled limited resources, developed a unique production process, used pigments to replace the previous dyes, and formulated brilliant and bright opaque nail polish. Soon he became famous from beauty salons, stationed in department stores, and became a star product in pharmacies. In just six years, it broke the million-dollar business.

Beginning in the 1950s, Revlon launched a two-season lipstick and nail polish series that echoed the fashion trend, and it was listed on the New York Stock Exchange in 1955. With strong financial backing, Revlon has developed more sister brands and started a series of acquisitions. The initial layout was very detailed. For example, Borghese founded with Princess Marcella Borghese in 1956 to take the high-end boutique route, UltimaⅡ is the mainstream counter brand, and Revlon takes the popular mass market at a friendly price. However, the group tried to develop the personal daily necessities industry other than cosmetics, and then acquired Knomark shoe polish company, cleaning product Ty-D-Bol, electric shaving Schick, etc., and most of them ended dismal.

In the 1960s, Revlon began to expand overseas markets, using American models in advertising to promote the “American image” to all parts of the world. In 1973, the classic Charlie perfume came out. The advertisement used ShelleyHack wearing Ralph Lauren trousers to eulogize the spirit of independent professional women and achieved great success. It was also the industry’s first perfume advertisement with the theme of women wearing trousers. Revlon Group has accurately targeted the contact lens market and the medical market, and successively acquired Barnes-Hind, Lewis-Howe, etc. In 1979, its turnover exceeded 1 billion US dollars. The development of the medical market even exceeded the brand’s beauty business. From one perspective, it also buried the future crisis.

In the mid-1980s, in the face of the strong siege of Estée Lauder Cosmetics Group in the high-end market by the local American Estée Lauder Cosmetics Group, the personal daily chemical company Procter & Gamble eroded the low-price market, and the spread of the European L’Oréal Group and LVMH Group showed Revlon’s business. Tired. In 1985, it was sold to Pantry Pride, a subsidiary of the MacAndrew & Forbes Holdings speculative consortium under the ambitious financier Ronald Perelman for US$2.7 billion, and then used as a mortgage bargaining chip, owing a huge debt of US$2.9 billion. After selling its loss-making industries and streamlining group operations, in the 1990s, he determined to revitalize Revlon’s core beauty business and further strengthen quality and technology. SkinLight, an anti-aging foundation, and Age Defying, a foundation for rejuvenation, have received constant praise. The latest limited edition limited edition series, from color, texture, material, to packaging are amazing, the name is dreamy and sexy.

In 1996, Revlon entered the Chinese name “Revlon”, which was derived from Li Bai’s famous sentence “I want clothes and flowers, and the spring breeze blows Revlon”. Throughout Yunyun international makeup brands, the Chinese name translation is the most beautiful and appropriate, Revlon must be among the best. The products focus on make-up, manicure, and hairdressing. Among them, foundations of any texture are divided into three formulas to take care of normal skin, mixed skin, and dry skin.

Revlon acquisition record:

  • In 1932, Revlon was founded;
  • In 1955, Revlon Company IPO, the issue price was 12 US dollars;
  • In 1957, Revlon acquired Knomark, a shoe polish company, and sold a production line in 1969;
  • In 1967, Revlon acquired US Vitamin and Pharmaceutical Corporation;
  • In 1970, Revlon acquired the Mitchum production line of deodorants;
  • On November 5, 1985, Revlon was sold to Pantry Pride (later renamed Revlon Group, Inc.), a wholly-owned subsidiary of Ronald Perelman’s MacAndrews & Forbes for US$2.7 billion;
  • In 1991, Revlon sale of Clean & Clear brand (Clean & Clear) to Johnson & Johnson Johnson & Johnson;
  • In March 2011, Revlon acquired Mirage Cosmetics, a nail products company;
  • In August 2013, Revlon Consumer Products Corp. purchased Colomer Group from CVC Capital Partners;
  • On June 16, 2016, Revlon announced the acquisition of Elizabeth Arden .
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