Revlon

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Revlon, Inc. is a cosmetics, skin care, fragrance and personal care company multinational America founded in 1932 and based in New York City.

Video Revlon

Histori

Pendirian dan kontrol Charles Revson (1932-1975)

Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph along with a chemist, Charles Lachman, who donated "L" in the name of Revlon. Started with one product - a new nail type - the three founders gathered their resources and developed a unique manufacturing process. Using a non-dyeing pigment, Revlon develops new shades of frosted enamel. In 1937, Revlon began selling polishes at department stores and pharmacies. In six years, the company became a multimillion-dollar organization. In 1940, Revlon offered an entire line of manicure, and added lipstick to the collection. During World War II, Revlon created makeup and related products for the United States Army, which was honored in 1944 with the Naval Army's "E" Award for Excellence.

At the end of the war, Revlon was listed as one of the top five home cosmetics in America. Extending its capabilities, the company buys Graef & amp; Schmidt , a cutting tool manufacturer confiscated by the government in 1943 due to German business ties. This acquisition allowed Revlon to produce its own manicure and pedicure instruments, instead of purchasing them from outside supply sources.

Stock market

In November 1955, Revlon became public. The IPO price is $ 12 per share, but it reaches $ 30 per share within 8 weeks.

Division

In the 1960s, Revson segmented Revlon Inc. into different divisions, each focusing on a different market. He borrowed this strategy from General Motors. Each division has its own target customers:

Revlon, the biggest and most popular brand
Princess Marcella Borghese, upscale/international
Ultima II, premium
Natural, junior wonders
Moon Drops, dry skin
Etherea, hypo-allergenic

Acquisitions

In 1957, Revlon acquired Knomark, a shoe-shine company, and sold its shoe polish line Esquire Shoe Polish in 1969. Other acquisitions, such as Ty-D-Bol , makers toilet cleaners, and a 27 percent interest in the Schick electric shaver company were immediately disposed of. Evan Picone, the manufacturer of women's sportswear that came with a $ 12 million price tag in 1962, resold to one of the original partners four years later for $ 1 million. However, the 1967 acquisition of the US Vitamins and Pharmaceuticals Company made Revlon a leader in diabetes medicine.

The company began marketing its products abroad in the late 1950s. In 1962, when Revlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico, and Asia. Revlon's entrance to the Japanese market is typical of its international sales strategy. Instead of adapting his ads and using the Japanese model, Revlon chose to use US ads and basic models. Japanese women love the look of America, and sales for 1962 reached nearly $ 164 million.

In 1968, Revlon introduced Eterna27, the first cosmetic cream with an estrogen precursor called Progenitin (pregnenolone acetate), and introduced the world's first American fashion designer fragrance, Norman Norell. Later, Revlon launched the Braggi and Pub for men, and a wig care product line called Wig Wonder.

In 1970, Revlon purchased the Mitchum deodorant line. In 1971, Flex shampoos and conditioners were introduced.

In 1973, Revlon introduced Charlie. Aimed at markets under 30, Charlie Shelley Hack's model in Ralph Lauren outfits, personifying independent women in the 1970s. This is the first ad perfume featuring a woman wearing pants. Charlie raised Revlon's net sales figure to $ 506 million for 1973 and nearly $ 606 million the following year. Shelley Hack appeared in Oprah in 2007 to talk about Charlie's print power and commercial advertising. Their follow-up scent, Jontue , became the number two best seller.

Model

In 1973, Lauren Hutton's model signed an exclusive modeling contract, agreeing to pose for a $ 400,000 Ultima Revlon line for two years. She is featured on the cover of Newsweek for this highly sophisticated cosmetic contract. In addition, renowned photographer Richard Avedon was signed as an exclusive photographer for the brand - another cosmetics industry first.

Control Michel Bergerac (1975-1985)

In 1975, Charles Revson died. Michel Bergerac, whom Revson has hired as President of the company, continues to expand the company's holdings. Revlon acquired Coburn Optical Industries, a manufacturer of Oklahoma-based optical and optical processing equipment and equipment. Barnes-Hind, the marketer of America's largest hard contact lens solution, was purchased in 1976 and strengthens Revlon's eye care market share. Revlon purchased Armor Pharmaceutical Company, a division of Armor and Company, from The Greyhound Corporation in 1977. Other acquisitions included Lewis-Howe Company, antacid maker Tums in 1978. Operation this health care helped the sales figure to break the $ 1 billion mark in 1977, bringing the total sales to $ 1.7 billion in 1979.

In the mid-1980s, Revlon lost ground to EstÃƒ Â© Lauder. Estee Lauder spent millions of dollars on various magazine ads featuring Czech supermodel Paulina Porizkova, shot by famous fashion photographer Chicago, Victor Skrebneski. Revlon's share dropped from 20 percent to 10 percent of the department store's cosmetic sales. Sales at the pharmacy also declined as Revlon lost a stake for the Noxell Girl Cover brand. Revlon is compensated with more acquisitions; Max Factor, Ellen Betrix, Charles of the Ritz, Germaine Monteil, Almay, Fermodyl, Lancaster, Aziza, and Halston. The 1977 acquisition of Carlos Colomer, a Spanish professional beauty supply distributor, brought Fermodyl and Roux and helped introduce Revlon to the world of ethnic care: Creme of Nature , Realistic , Beautiful Color and Milk and Honey . In 1983 the company tried to take over the unsuccessful Gillette. In 1989, Revlon became one of the first companies to replace animal tests with alternative safety testing methods.