Revlon

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Revlon

logo
legal form Corporation
ISIN US7615256093
founding 1932
Seat New York City
management Alan T. Enis
Number of employees about 6800 (2010)
Branch Cosmetics
Website www.revlon.com

Revlon is a US company based in New York .

The company produces various cosmetic items . The company employs around 6,800 people. The company's president and CEO is Alan T. Ennis.

Company history

The company was founded in 1932 by Joseph and Charles Revson and Charles Lachman. Although Revlon was founded during the United States' severe economic crisis, the Great Depression , the company was able to survive and grow. It benefited greatly from the fashion of perms , which was accompanied by the opening of numerous hairdressing salons (beauty salons), and the increasing awareness of women for make-up . Revlon focused entirely on this market while charging high prices for high quality products. In doing so, it expanded its range to include other products, especially lipstick . By 1941 Revlon was a near-monopoly lipstick supplier to around 100,000 beauty salons, and its success increased when it began supplying colored lipsticks to suit different moods and weather conditions. The campaign with the title “matching lips and fingertips”, in which Revlon matched the colors of lipstick and nail polish for the first time, brought further success. At the end of World War II, Revlon was the second largest producer of make-up products after Estée Lauder . After the Second World War, Revlon expanded its cosmetics products. Even in the 1950s, Revlon cleverly used campaigns for success. Revlon started the successful “Fire and Ice” campaign in 1952, which was deliberately located on the border with sexual permissiveness and was thus contrasted with the staid and prudish moral concepts of the Americans. Revlon also recognized the possibilities of television advertising and in 1955 Revlon became the main sponsor of the popular television quiz show "The $ 64,000 Question". The impact on cosmetics sales was enormous and Revlon's profits doubled in 1956.

In the 1960s, Revlon expanded the product line to include skin care products , shampoos , hairspray , perfumes , lotions and even a line of grooming products for men. With the introduction of a particularly inexpensive perfume called “Charlie”, Revlon mainly reached young customers, creating one of the most successful products in cosmetics history in the United States. Company founder Charles Revson died in 1975 and Michel Bergerac took over the management.

In November 1985 Revlon was taken over by the US company MacAndrews & Forbes , owned by Ronald Perelman .

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