Cosmetics and Revlon
Introduction of the Company
Revlon Inc. is a leading cosmetics company offering cosmetic, skin care, fragrance, and personal-care products. Revlon was formed in 1932, and started out with selling only nail enamels. Over the course of the past 75 years, Revlon has become a leading brand in the cosmetic market, recognized both in the United States and worldwide. Revlon owns popular brands such as Revlon, Charle, Mitchum, and Almay. Revlon has recently been struggling with debt, posting losses for the past eight years.
Mission Statement Analysis Revlon’s vision is to glamour, excitement, and innovation through quality products at affordable prices. The key objective of Revlon is to offer high quality beauty products while keeping the costs down for the consumers. I believe Revlon has been holding true to that vision; however they could be following it too closely. Revlon’s recent losses and issues with debt could be attributed to their vision. While the answer to solve their issues is uncertain it is clear a new strategy is needed to help Revlon recover.
External Analysis External | | | | Opportunities | Weight | Rating | Score | 1. Men are using cosmetics more | 0.06 | 1 | 0.06 | 2. Weakening of the US dollar making foreign markets more appealing | 0.15 | 2 | 0.3 | 3. Growing trend of using personal care products | 0.1 | 3 | 0.3 | 4. The increase in the mini-baby boomers (young teens) | 0.1 | 2 | 0.2 | 5. Baby boomer females entering retirement | 0.12 | 3 | 0.36 | | | | | Threats | | | | 6. Concern for product safety growing | 0.05 | 2 | 0.1 | 7. Concerns about environment and animal testing growing | 0.07 | 2 | 0.14 | 8. Increased gas prices greatly reduce disposable income | 0.15 | 1 | 0.15 | 9. Natural fashion trends | 0.05 | 2 | 0.1 | 10.Intense competition | 0.15 | 2 | 0.3 | | 1 | | 2.01 |
1. There is a growing trend of men using cosmetic products. Product lines marketed specifically
Revlon Inc. is a leading cosmetics company offering cosmetic, skin care, fragrance, and personal-care products. Revlon was formed in 1932, and started out with selling only nail enamels. Over the course of the past 75 years, Revlon has become a leading brand in the cosmetic market, recognized both in the United States and worldwide. Revlon owns popular brands such as Revlon, Charle, Mitchum, and Almay. Revlon has recently been struggling with debt, posting losses for the past eight years.
Mission Statement Analysis Revlon’s vision is to glamour, excitement, and innovation through quality products at affordable prices. The key objective of Revlon is to offer high quality beauty products while keeping the costs down for the consumers. I believe Revlon has been holding true to that vision; however they could be following it too closely. Revlon’s recent losses and issues with debt could be attributed to their vision. While the answer to solve their issues is uncertain it is clear a new strategy is needed to help Revlon recover.
External Analysis External | | | | Opportunities | Weight | Rating | Score | 1. Men are using cosmetics more | 0.06 | 1 | 0.06 | 2. Weakening of the US dollar making foreign markets more appealing | 0.15 | 2 | 0.3 | 3. Growing trend of using personal care products | 0.1 | 3 | 0.3 | 4. The increase in the mini-baby boomers (young teens) | 0.1 | 2 | 0.2 | 5. Baby boomer females entering retirement | 0.12 | 3 | 0.36 | | | | | Threats | | | | 6. Concern for product safety growing | 0.05 | 2 | 0.1 | 7. Concerns about environment and animal testing growing | 0.07 | 2 | 0.14 | 8. Increased gas prices greatly reduce disposable income | 0.15 | 1 | 0.15 | 9. Natural fashion trends | 0.05 | 2 | 0.1 | 10.Intense competition | 0.15 | 2 | 0.3 | | 1 | | 2.01 |
1. There is a growing trend of men using cosmetic products. Product lines marketed specifically