Research further indicated that Revlon’s continued industry leadership depended on its ability to properly serve each major identity segment with a distinct product line appropriate to its specific needs.Ĭreating those major lines or “houses” effectively lead us to develop six autonomous businesses each complete with its own products, management team, distribution pattern, marketing plan and profit responsibility. And since no one identity could fit all women, no one brand could fill all women’s complete cosmetic needs. Women’s cosmetics brand preferences, the amounts they spent and the stores they shopped were largely determined by their attitudes about themselves-their identities. The market consisted of large segments of women who differed from each other in subtle but vital respects. The strategy grew out of an extensive study which revealed that although cosmetics was a mass market, it was not a homogeneous one. By 1970, Revlon had six semi-autonomous cosmetic lines each with its own product range and management team: Revlon, Moon Drops, Ultima II, Natural Wonder, Etherea and Princess Marcella Borghese.Ī company report from 1973 suggests that this was part of a comprehensive business strategy begun in 1967. The creation of the Ultima and Moon Drops ranges was a further development of the ‘flankers’ idea Revlon had first used in the 1950s. The spring and fall colour promotions for Revlon lipsticks and nail enamels featured Pango Peach and Berry Bon Bon with Pango Peach released simultaneously in New York, Paris and London, a first for an American cosmetic company.Ībove: 1960 Berry Bon Bon. On the product front, 1960 saw Revlon introduce the Ultima make-up collection of liquid foundations, powders and lipsticks, establish the Moon Drops line, and expand the shade range of its Eye Maker à la Carte line. Spaeth.Ībove: 1960 Revlon Ultima Make-up Collection. The report also noted the purchase of the Realistic Company of Cincinnati, Ohio, a salon supplier of professional salon products that included permanent waves, shampoos, conditioners, hair sprays and hair dressings, founded in 1925 by Philip D. Charles Revson and Charles Lachman had already benefited from the strong share price, collectively selling 130,000 Revlon shares. In January, 1961, the directors voted for a two-for-one stock split, a decision approved by shareholders at the Annual General Meeting. Consolidated net sales had risen to US$136,372,587, up from US$124,939,712 the previous year, and the share price was strong.
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