@Chi-town girl @They are leaving out the fact that their quality has gone down. I still have a five nail polish set in beautiful colors. This was the one of last things I bought from them, about six years ago. The polishes were the worst quality of any polish I've used. They have nice colors, but they missed the chance to up their products quality to compete with other drug store brands that have really improved their quality. They should have focused on their drug store products since big box stores were declining in sales. If they wanted to appeal to younger buyers they should have sold direct to consumer kits like Kylie did or put products under a new name and logo into Sephora, Ulta and other makeup and online retailers. They needed to niche their products and marketing to the niches using YouTube and social media with plenty of influencers. They could have kept some core lipstick colors and upped their formulation and added in some great skin care lines...maybe to compete with the Olay drug store market.
They still have a chance with the right expert advice. Though, using the name Revlon will not help them establish themselves. The name smacks of has been. They need to not be your grandmother's Revlon anymore.
For hair color, they might be able to keep going. They have some loyal clients. I don't know much about the hair color market. The right strategies could boost their sales there too. I have a name in mind, Home Color Genius. I think putting Colorstay on the box won't hurt them. They could also target the going gray market with a line of hair care and dye products including the purple shampoos so many gray ladies are trying, They need products that work better than others if they are going to compete and they must use YouTubers to market, showing comparisons between their better Revlon results and others.
They need to make a clean beauty makeup remover wipe to compete. Neutrogena is a top seller but many users complain about irritation from it. Revlon could target an anti irritating remover wipe. Put some avocado or soothing aloe or some gimmicky natural clean ingredient in them. Don't put them in the packaging Neutrogena uses which dries out because it's hard to get it to reclose, causing it to dry out. Put the wipes in a tightly recloseable plastic zip loc type purse and travel size and a recloseable zip loc type larger size for home.
They could get many sales if they create a really good anti redness face cream, lotion, balm, moisturizer, foundation base or foundation. There are so many ladies that have a redness issue, or very ruddy complexion, that are looking for products.
Create a subsidiary that is not sold in China and is not tested on animals. Make its focus involved is strong work with China and other governments in revising their animal testing policies on products imported from countries that already have proven, rigorous product testing strategies that don't involve animal testing. Promote the work they are doing to change things on their website and social media including YouTube videos.
They might also consider limited availability of a few products on Amazon.
Another consideration:
Wikipedia has an article on the parent company..MacAndrews & Forbes. Information about its owner Ronald Perleman or owner's company (I'm confused by this), Perelman, according to Wikipedia, said "In early 2020, Revlon, acquired by Perelman in the 1980s, undertook a debt deal.[12] Previously worth $19.8 billion in 2018, Perelman is, as of September 2020, worth $4.3 billion.[13]"
https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwiBkMuoqqT4AhV8l2oFHbMJAqAQ...
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