Revlon, Inc.
Company Profile
Publication Date: 5 Aug 2011
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Revlon, Inc.
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Revlon, Inc.
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Revlon, Inc.
TABLE OF CONTENTS
TABLE OF CONTENTS
Company Overview..............................................................................................4
Key Facts...............................................................................................................4
SWOT Analysis.....................................................................................................5
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Revlon, Inc.
Company Overview
COMPANY OVERVIEW
Revlon ('the company') is engaged in the production, marketing and selling of an array of cosmetics,
hair color, beauty tools, anti-perspirants/deodorants, fragrances, skincare and other beauty care
products. The company operates in North America, Asia-Pacific, Europe, Africa, and Latin America.
It is headquartered in New York City, New York and employs 4,900 people.
The company recorded revenues of $1,321.4 million during the financial year ended December 2010
(FY2010), an increase of 2% over FY2009. The operating profit of the company was $199.8 million
in FY2010, an increase of 17% over FY2009. The net profit was $327.3 million in FY2010, as
compared to a net profit of $48.8 million in FY2009.
KEY FACTS
Head Office
Revlon, Inc.
237 Park Avenue
New York City
New York 10017
USA
Phone
1 212 527 4000
Fax
1 919 603 2953
Web Address
http://www.revlon.com
Revenue / turnover 1,321.4
(USD Mn)
Financial Year End
December
Employees
4,900
New York Stock
Exchange Ticker
REV
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Revlon, Inc.
SWOT Analysis
SWOT ANALYSIS
Revlon ('the company') is engaged in the production, marketing and selling of an array of cosmetics,
hair color, beauty tools, anti-perspirants/deodorants, fragrances, skincare and other beauty care
products. The company has a strong brand image, which facilitates customer recall and allows
Revlon to penetrate new markets as well as consolidate its presence in the existing ones. However,
intense competition from a number of multinational manufacturers may hurt Revlon's market position
and sales.
Strengths
Weaknesses
Strong brand image facilitates market share
expansion and consolidation
Broad product portfolio encompassing entire
cosmetics range
Focus on research and development has
facilitated continuous development of new
products
Lack of scale compared to peers
Concentrated customer base increases
vulnerability to unfavorable terms of trade
Substantial indebtedness on the company's
subsidiary, Revlon Consumer Products
Corporation
Opportunities
Threats
Booming cosmetics market in emerging
nations
Strong positioning in the fast growing
anti-aging products markets
New product launches add new varieties
and enhanced offerings to the company's
existing brand portfolio
Intense competition could hurt company's
margins
Rising demand for natural products
Increase in counterfeit products may hurt
the brand image
Strengths
Strong brand image facilitates market share expansion and consolidation
Revlon is one of the leading cosmetics companies in the mass retail channel.The company's products
are sold in more than 100 countries. Revlon's global brand name, product quality and marketing
experience have enabled it to create one of the strongest consumer brand franchises in the world.
The company's portfolio includes strong brands such as Revlon, including the Revlon ColorStay,
Revlon Super Lustrous and Revlon Age Defying franchises, as well as the Almay brand, including
the Almay Intense i-Color and Almay Smart Shade franchises in cosmetics; Revlon ColorSilk in hair
color; Revlon in beauty tools; Mitchum anti-perspirants/deodorants; Charlie and Jean Nate in
fragrances; and Ultima II and Gatineau in skincare.
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Revlon, Inc.
SWOT Analysis
Revlon's brand equity among the consumers enabled the company to receive various awards and
recognisitions. For instance, Women’s Wear Daily awarded the company’s Revlon Just Bitten Lipstain
+ Balm the ‘Best Executed Launch Strategy’ in the US. This award is an exceptional award for the
brand and is also a tangible demonstration of the company’s focus on enhancing marketplace
effectiveness. In addition, Revlon Super Lustrous Lipstick in Softsilver Rose received the Readers’
Choice Awards; and Revlon Illuminance Creme Shadow in Not Just Nudes received the Best of
Beauty Awards. Also, Revlon products were recognised with Beauty Awards, such Revlon Luxurious
Color Perle & Satin Eye Shadows; Revlon Grow Luscious Mascara, Revlon ColorStay Mineral
Finishing Powder in Brighten, Almay Smart Shade Anti-Aging Makeup and Almay Pure Blends
Makeup.
Strong brand image of the company facilitates customer recall and allows Revlon to penetrate new
markets as well as consolidate its presence in the existing ones.
Broad product portfolio encompassing entire cosmetics range
Revlon is a globally recognized cosmetics product company manufacturing and marketing an array
of cosmetics, hair color, beauty tools, anti-perspirants/deodorants, fragrances, skincare and other
beauty care products. The company manufactures and markets a broad range of cosmetics under
its flagship Revlon brand. Besides, it also manufactures and markets a full range of fragrance free
cosmetics and skincare products under Almay brand name. The company sells face makeup,
including foundation, powder, blush and concealers, under the Revlon brand name. The company
also markets different lines of Revlon lip makeup, including lipstick, lip gloss and lip liner. The
company's eye makeup products include mascaras, eyeliners, eye shadows and brow products,
also sold under Revlon brand name.
Furthermore, the company's nail color and nail care lines include Revlon branded enamels, treatments
and cuticle preparations. In the hair care segment, the company markets both hair color and hair
care products. Also, the company manufactures and markets a range of beauty tools, which include
nail, eye and pedicure grooming tools, such as clippers, scissors, files, tweezers and eye lash curlers.
Furthermore, the company also sells a selection of moderately priced and premium priced fragrances;
including perfumes, eau de toilettes, colognes and body sprays; in addition to the Mitchum branded
anti-perspirant products. Additionally, the company sells skincare products in the US and in global
markets under global brand names, including Revlon and Almay, and under various regional brands,
including the company's premium priced Gatineau brand, as well as Ultima II.
A broad product portfolio enables Revlon to stabilize its earnings and consistently strengthen its
market position through wider customer reach.
Focus on research and development has facilitated continuous development of new products
Revlon has a strong focus on research and development (R&D). The company spent approximately
$24 million, $23.9 million and $24.3 million in FY2010, FY2009 and FY2008, respectively, on R&D
activities. The company operates an extensive cosmetics R&D facility in Edison, New Jersey. The
Edison facility is responsible for all of the company's new product R&D worldwide as well as the
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Revlon, Inc.
SWOT Analysis
research for new products, ideas, concepts, and packaging. The R&D group at the Edison facility
also performs extensive safety and quality testing on the company's products, including toxicology,
microbiology and package testing.
Furthermore, the company has a cross-functional product development process intended to optimize
the company's ability to bring to market its new product offerings and to ensure that the company
continuously has products in key categories under its various brands, including Revlon, Almay and
Mitchum. Increased emphasis on R&D enables the company to develop innovative products, which
confer a competitive advantage by improving brand equity and market share.
Weaknesses
Lack of scale compared to peers
The company lacks favorable scale of operations in comparison to its competitors. Many of its
competitors, such as Procter & Gamble, Unilever, L'Oreal, Avon Products and Estee Lauder
Companies are much larger in size in terms of revenues. In FY2010, Procter & Gamble recorded
revenues of $78,938 million and Unilever recorded revenues of $58,722.4 million (E44,262 million)
significantly higher than Revlon. Similarly, L'Oreal recorded revenues of $25,865.1 million (E19,495.8
million), Avon Products recorded revenues of $10,862.8 million and Estee Lauder Companies
recorded revenues of $7,795.8 million during the same period.
Revlon, in contrast, recorded revenues of $1,321.4 million in FY2010. The company's small scale
of operations may turn out to be a disadvantage in the fiercely competitive market. Lack of scale
also reduces the bargaining power of Revlon.
Concentrated customer base increases vulnerability to unfavorable terms of trade
Revlon has a concentrated customer base. The company's principal customers include large mass
volume retailers and chain drug stores, including retailers such as Walmart, Walgreens, CVS and
Target in the US, Shoppers DrugMart in Canada, A.S. Watson & Co. retail chains in Asia Pacific
and Europe, and Boots in the UK. The company's largest customer, Wal-Mart Stores and its affiliates,
accounted for approximately 22% of the company's consolidated net sales in FY2010.
Due to the revenue concentration from few retail customers; loss of any of them could have a material
adverse effect on the company's financial position. Moreover, the increasing consolidation in the
retail and, hence, rising bargaining power of the retailers, signify unfavorable selling terms for Revlon
who depends on these channels majorly for its products display. If these retailers are not able to
purchase Revlon's products on favorable terms, then the company may not be able to find suitable
alternatives to sell their products. The company, hence, is prone to loss in sales and market share.
Substantial indebtedness on the company's subsidiary, Revlon Consumer Products Corporation
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Revlon, Inc.
SWOT Analysis
Revlon Consumer Products Corporation (Products Corporation), Revlon's wholly owned operating
subsidiary, has a substantial amount of outstanding indebtedness. In FY2010, Products Corporation's
total indebtedness amounted to $1,219.1 million, primarily including $794 million aggregate principal
amount outstanding under the 2010 Term Loan Facility; $330 million in Senior Secured Notes; and
$58.4 million under the noncontributed loan. Also, Revlon has $48.6 million in preferred stock payable
by the company at maturity.
While Revlon achieved net income of $327.3 million and $48.8 million for FY2010 and FY2009,
respectively, the company has a history of net losses prior to 2008. Similar inability to record profit
and generate free cash flow in future periods could have an adverse affect on the company's ability
to service its debt. Products Corporation's substantial indebtedness could also limit the company's
ability to fund the costs and expenses of the company's business strategy, future working capital,
capital expenditures, advertising or promotional expenses, new product development costs,
acquisitions, investments, restructuring programs and other general corporate requirements. Thus,
Products Corporation's substantial indebtedness could adversely affect the Revlon's operational
flexibility and its ability to service its debt.
Opportunities
Booming cosmetics market in emerging nations
Spurred by the increasing popularity of beauty contests and increasing disposable incomes, the
importance of emerging markets such as China, India, and Brazil is on the rise for cosmetics
companies. The rising GDP and disposable income and a growing middle class in these countries
augur well for the demand of cosmetics and personal care products. As per Datamonitor's reports,
the Chinese cosmetics market generated revenues of $1,117.8 million in 2009, an increase of 8.1%
over 2008. The market is estimated to grow to approximately $1,535.3 million by 2014, an increase
of 37.4% since 2009. The beauty market in another emerging country, India, has been booming,
making it an attractive market to all global cosmetics' companies. According to Datamonitor estimates,
the Indian market for beauty products was worth $141.6 million in 2009, representing an increase
of 9.5% over the 2008.The market is expected to further go up to $198.7 million by 2014, an increase
of 40.3% since 2009.
Revlon has substantial operations in the developing markets and nearly 24.1% of its revenues are
contributed from the Asia-Pacific and Latin America region. Significant market position and brand
equity in these regions would enable the company to further consolidate its position in the global
cosmetics market.
Strong positioning in the fast growing anti-aging products markets
Anti-aging facial care market is one of the fastest growing segments in the cosmetics industry. As
per Datamonitor's estimates, the segment constituted 24.7% share in the $41.6 billion global facial
care market. Revlon, through its patented Botafirm ingredients and Revlon Age Defying franchises
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Revlon, Inc.
SWOT Analysis
and product lines, caters to this market. The company's quality assurance associated with its brand
name makes it a formidable force in the anti-aging market. With continued innovative launches,
Revlon is strongly positioned to penetrate and capture the anti-aging products market globally.
New product launches add new varieties and enhanced offerings to the company's existing brand
portfolio
As a part of its accelerated growth strategy, Revlon launched several products in FY2010. Some of
the prominent launches during the period include, Revlon Grow Luscious Mascara, which offers
longer and lusher lashes; Revlon ColorStay Aqua Mineral Makeup, new launch under powder
foundation category; and Revlon Just Bitten Lipstain + Balm, which provides anti-oxidant protection.
Other launches of the year included, Revlon Top Speed Fast Dry Nail Enamel, an advanced line of
on-trend nail color; Revlon ColorSilk Luminista, includes high-shine mango butter formula designed
for naturally dark hair; and Revlon Crazy Shine Nail Buffer, a nail buffer which provides 400% more
shine. In addition, the company also launched Almay intense i-color smoky-i kit, Almay wake-up
makeup and Mitchum Advanced Control.
The company through these innovations is well positioned to tap the growing global cosmetics and
personal care market. Besides, the new product launches strengthens the company's position as
new brands appealing to customers will help it in boosting the demand for its products.
Threats
Intense competition could hurt company's margins
The skin care, makeup, fragrance and hair care businesses are characterized by intense competition
throughout the world. The company competes in selected product categories against a number of
multinational manufacturers. In addition to products sold in the mass-market and
demonstrator-assisted channels, the company's products also compete with similar products sold
in prestige department store channels, door-to-door or through mail-order or telemarketing by
representatives of direct sales companies. Revlon's major competitors include Avon Products, Dr.
Scheller Cosmetics, Elizabeth Arden, The Estee Lauder Companies, L'Oreal, Mary Kay, The Procter
& Gamble, Shiseido and Unilever. These companies, because of their sheer size and resources,
may increase retail display space and increase their market share due to superior marketing strategies,
thus hurting Revlon's market position and sales.
Rising demand for natural products
The surge in consumer interest in natural personal care products around the globe has driven
outstanding growth in this segment even as the overall cosmetics industry has posted lukewarm
results. US, one of the key markets of Revlon, registered a 20% increase in the sales of natural
cosmetics products in 2010 as compared to the previous year. The prime reason for the surge in
the popularity of natural cosmetics products has been the increasing consumer awareness about
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Revlon, Inc.
SWOT Analysis
cosmetic product formulations and ingredients. Furthermore, some of the leading marketers natural
personal care products, including Burt's Bees (Clorox) and Tom's of Maine (Colgate-Palmolive),
have succeeded in expanding their product lines in mass market retail outlets such as Wal-Mart,
Target and drug stores around the country, which has played an important role in the growth of this
segment. Asia, another significant region for Revlon, remains the largest market for natural personal
care in the world, posting double-digit growth in 2010. The market for naturals in Asia is expected
to surge at a compounded annual growth rate 14% through 2015, buoyed by rapidly increasing urban
population and greater awareness of natural products, especially in China, and India. The rising
demand for natural products in some of the company's important revenue generating regions could
have a negative impact on the company's overall sales.
Increase in counterfeit products may hurt the brand image
The counterfeit products market has been growing in the recent years driven by the internet counterfeit
market. The abundance of counterfeit goods and accessories is adversely affecting the sales of
branded products. With the advent of digital channels there has been a surge in the sale of counterfeit
products. Globally, the sales of counterfeit goods online from illegitimate retailers reached $135
billion in 2010. According to industry estimates, the US economy is suffering an estimated loss of
$200 billion in revenue due to sale of counterfeit goods. In Europe, the market for counterfeit products
is estimated to be worth $8.2 billion.
The personal care category is among those that recorded the highest increases in registered IPR
infringement cases. Low quality counterfeits reduce consumer confidence in branded products like
Revlon. Counterfeits not only deprive revenues for the company but also dilute its brand image.
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