Case Study Revlon
INTRODUCTION OF THE COMPANY: Revlon, Inc. was founded in 1932 by brothers Charles and Joseph Revson and Charles Lachmann with a $300.00 investment and one product which consisted of nail enamel. Revlon now has a 75 year history of providing high quality products to women. Revlon products are sold in more than 100 countries around the world with sales outside of the United States making up 43% of sales in 2006. Their product categories include skin care, cosmetics, personal care fragrance and professional products. Some of the companies most recognized brands are, Revlon, Ultima II, ColorStay, Almay, Charlie, Flex, Mitchum, Jean Nate’ and Color Silk.
REVLON, INC. MISSION STATEMENT: “Revlon’s long-term mission is to emerge as the dominant cosmetics and personal care firm in the twenty-first century by appealing to young, trendy women, healthy conscious women (skin care), and older women with its variety of brands.” “Revlon is a world leader in cosmetics, skin care fragrance, and personal care and is a leading mass-market cosmetic brand. Our vision is to provide glamour, excitement and innovation through quality products at affordable prices.” EXTERNAL ANALYSIS:
External Opportunities:
1. The baby boomers are any external opportunity for Revlon. The 75 million Americans born between 1946 and 1964 are a significant market for the cosmetic/personal care industry. They have high levels of disposable income and are brand loyal consumers.
2. The United States teenage market. Female, teenagers between the ages of 12 – 19 will account for almost 20 million in the United State by 2010. In addition the youthful affluent Latin American countries also represent growth opportunity.
3. The growth in the Hispanic population. The Hispanic American segment is the fastest growing in the U.S. and is projected to be the largest minority by 201 with 40.5 billion individuals.
4. The Asian American market is also growing rapidly and there are significant opportunities for
REVLON, INC. MISSION STATEMENT: “Revlon’s long-term mission is to emerge as the dominant cosmetics and personal care firm in the twenty-first century by appealing to young, trendy women, healthy conscious women (skin care), and older women with its variety of brands.” “Revlon is a world leader in cosmetics, skin care fragrance, and personal care and is a leading mass-market cosmetic brand. Our vision is to provide glamour, excitement and innovation through quality products at affordable prices.” EXTERNAL ANALYSIS:
External Opportunities:
1. The baby boomers are any external opportunity for Revlon. The 75 million Americans born between 1946 and 1964 are a significant market for the cosmetic/personal care industry. They have high levels of disposable income and are brand loyal consumers.
2. The United States teenage market. Female, teenagers between the ages of 12 – 19 will account for almost 20 million in the United State by 2010. In addition the youthful affluent Latin American countries also represent growth opportunity.
3. The growth in the Hispanic population. The Hispanic American segment is the fastest growing in the U.S. and is projected to be the largest minority by 201 with 40.5 billion individuals.
4. The Asian American market is also growing rapidly and there are significant opportunities for
References: http://www.gurufocus.com/news/130003/revlon-inc-reports-operating-results-10q http://www.marketwatch.com/story/10-k-revlon-inc-de-2011-02-17 http://finance.yahoo.com/q/is?s=REV+Income+Statement&annual http://www.annualreports.com/HostedData/AnnualReports/PDFArchive/rev2009.pdf Revlon Reports First Quarter 2011 Results, New York, April 28, 2011 (Business Wire)