May 11, 2021

Revlon Restructures Yet Again

I thought Gal Gadot was going to turn Revlon around and make it cool again. She’s Wonder Woman FFS! I guess not because Revlon restructures yet again. Revlon plans to reinvest in its brands to drive sales and profit growth. Revlon had a net sales dip of 1.8 percent to $445 million and a net loss of around $96 million (compared to $214 million last year).

Their plan is to boost growth in the next two years while reducing their annual costs. They also plan on focusing not only on the Revlon brand but Elizabeth Arden as well across the US, Europe, the Middle East, Africa, and China.

Revlon, like many brands, is still in COVID recovery mode but plans on relaunching (they were started in 2018) these new restructuring strategies immediately. They are claiming sales would have reached near 10% increase if the pandemic hadn’t been a factor. I have my own personal doubts about this based off their release steam but I could be alone in my mentality.

Revlon remains optimistic about the color cosmetic category as we all should considering it is currently in shambles.

Thoughts on Revlon’s regrowth?

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18 Comments

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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Comments

  • Jane

    Revlon is my favorite drugstore lipstick brand, hands down, but they make a lot of baffling, gimmicky moves that they don’t stick with. They’re not as bad about things coming and going quickly as some brands, but their eyeshadows haven’t been amazing (I haven’t see the new palettes to try), the WW84 collection was a complete wash, they also no longer do seasonal color collections (not that they’re alone in that). They’ve almost completely let the Elizabeth Arden brand go dead, at least at counter, and I just do not understand why you’d giveaway counter space you have?

    I hope the restructuring works and that they make some better decisions.

    • Isabella Muse

      It’s funny you mention that as I just said the lipsticks are actually amazing! 100% agreed! They are always trying to to do weird things but nothing works and the eyeshadows are a wreck! Ugh so dry! EA is actually a solid brand and it’s a shame that it gets pushed to the side while they concentrate on mediocre launches no wants or asked for!

  • Andie

    I think Revlon should focus on what a lot of companies should: skin, eyes, nails, and hair. Barely anyone is showing their lips, so focus on lip care instead of lip color. Maybe look into a way to make color accents on the face possible without looking like cultural appropriation of other people, like the Middle East with their bindis and facial decoration. Were not trying to copy anyone because it looks cool, were wearing masks that cover most of our faces and working with what’s left.

  • kimkats

    I think anyone who thinks cosmetics is an eternal growth industry is crazy, especially after the COVD crap showed us how well we can get by without buying and buying and buying. Even before that, the fact that brands were launching new lines/LE stuff and 3 weeks later it was on sale should be telling them that cosmetics is neither an essential buy for people now nor is it the wildly expanding industry it was 10 years ago. I think they’re living in a fools paradise if they keep acting like it will just grow and grow; I don’t think it will, even after the pandemic is over. I may be wrong, but I think a lot of us have learned we can not only do just fine without having 11,482 eyeshadows, but can do better with a lot less. I think the entire industry needs to wake up to that reality.

    Just my 2cents worth….. 🙂

    • Isabella Muse

      Oh I beg to disagree. The cosmetic industry is timeless. It’ll bounce back. They’ll always be women and men that love makeup. Makeup gives us confidence, makes us feel pretty, evokes our creative sides, it’s a grand thing 🙂 I think with time it’ll evolve and grow as it always has. I def think the pandemic has made us rethink purchasing habits and I do believe the bubble has broken and we aren’t going to be in a buy, buy, buy world anymore. Which is a good thing as for a while there makeup brands were really pushing consumerism to the max! We may find that makeup returns to it’s glory days at some point! We’ll have to see though ;-D

      • kjh

        Yah but Kimkats’s comment is true, in terms of brand loss, company contractions, and divestiture. M/u will continue, but even before the pandemic, skincare became the thing. Sales skyrocketed and s/c took a greater percentage of beauty budgets. I see consolidation, and maybe a return to small seasonal collections with a larger permanent line. The big French still do that. But stateside it’s driven by the new and the Instagrammic, and so we may see ongoing revolving releases of collabs and themes. I’m totally convinced color cosmetics will be there, but be highly different. And I don’t need 11K shadows either.

        • Isabella Muse

          Oh yes! I absolutely agree in that aspect. I just don’t see makeup disappearing and being replaced by skincare. makeup will prevail be but likely in far different than the releases we currently see. I look forward to a time color stories return! I actually miss them! Palettes, palettes, palettes were exciting for a brief moment but now it’s just overkill! A return of smaller color stories will be appreciated. Not only the French but some Japanese Collections also prefer smaller color or core launches too!

  • Marissa

    I love WW but the line seemed not sophisticated enough for me to want to purchase. I was sad, it seemed the colors were vibrant looking but I wasn’t sure Revlon could pull off a good formula with those vibrant colors.

    • Isabella Muse

      I wasn’t impressed. I think I sort of know the vibe they were going for to match the promo images but it wasn’t the vibe I wanted!

  • Deena

    I hope Revlon is able to make a comeback. They need to capitalize on the fact that they they are an iconic brand. For example, Marilyn Monroe used Elizabeth Arden and Revlon!! They could have limited edition releases where they bring back some of the old packaging that was stunning but this would probably be something for the Elizabeth Arden brand since it would probably be pricier. They could bring back refillable compacts!! I noticed that they are advertising nail polish which is what Revlon started with. I think that’s great since many people are putting off buying makeup due to the pandemic but they are just solid colors. It also looks like they are trying to come out with bolder colors as well.

    • Isabella Muse

      I’d love to see that. They have a solid range of products! The lipsticks are amazing. It’s sad they just don’t seem to keep up with decent releases and trends!

    • Eraser

      You read my mind. I remember when Revlon was still a big presence in the department stores and instead of cranking out new products, they concentrated on seasonal color stories. It was a big deal to get the shade of the season. These companies are missing a huge opportunity – if they used their history as a guide, bringing back shades and packaging from the past, they’d make a killing. A few years ago, Revlon reissued some lipstick shades from the 40s through the 80s and people went crazy over them. As for Arden, they should do the same and highlight EA (the woman) as a pioneer in the beauty industry. She and Helena Rubinstein respectively built the industry.

    • Eraser

      P. S. I went to an exhibit of Katharine Hepburn’s costumes a couple years ago and they had her makeup case. Of course she wasn’t a glamor girl like Marilyn Monroe, but she used a number of Elizabeth Arden and L’oreal cosmetics.

  • MDW

    Revlon kinda struggled even in the ’80s next to L’Oreal and Maybelline. I remember the representative for Revlon visiting the dept. store where I worked. She seemed to get get the most hassle from her bosses of compared to the other company representatives.

  • MDW

    Revlon had a lash curler that fit my curved eye shape perfectly. Haven’t found one like it since.

  • MDW

    There’s this guy at the top of Revlon that likes to gain control of companies, make fast money for himself and leave all the problems to the company. He’s been doing it to companies for a long time. Just surprised me that he has been doing it to Revlon for this long.

  • Alice

    Lolz if Revlon bought back the Lip Butters, made better quality eyeshadows and made their foundation/base shade range more inclusive then they’ll add 10% for sure to their bottom line. Sadly I don’t see that happening anytime soon. The only Revlon owned product I buy is Mitchum deodorant.