The Development Course of Revlon

Revlon, a national treasure brand in the United States, was on the verge of financial crisis several times, and in the end it was near misses. Brand has always been the pillar of the mass open-shelf market, hiring superstars and supermodels to speak for it. From the early CindyCrawford to HalleBerry today, Revlon advertising is regarded as the peak goal of female model/actress's career by the modeling community.

Revlon was born in 1932. The brothers CharlesRevson and JosephRevson collaborated with chemist and nail polish supplier Charles Lachman (the L in the Revlon brand comes from his surname). Starting from the only product-"nail polish", they assembled limited resources and developed a unique production process, using pigments instead of previous dyes to prepare bright and opaque nail polish. Soon, he became famous from beauty salons, entered department stores and became the star product of quotation pharmacies. In just six years, it broke the million-dollar business volume.

Since 1950s, Revlon has launched two-season lipstick and nail polish series, which are in line with fashion trends, and listed them on the New York Stock Exchange as 1955. In just eight weeks, its share price has more than doubled. With strong financial resources, Revlon has developed more sister brands and started a series of acquisitions. The initial layout was very careful. For example, 1956, Bejias and Italy's PrincessMarcellaBorghese founded a high-end boutique route, UltimaⅱII II was the mainstream counter brand, and Revlon took the mass market extending in all directions at a price close to the people. However, the group tried to explore the personal daily necessities industry other than cosmetics, and then acquired Knomark Shoe Polish Company, cleaning products Ty-D-Bol, electric shaving Schick and so on. Most of them were miserable and died without a disease.

In the 1960s, Revlon began to expand overseas markets, publicize American models and spread the "American image" to all parts of the world. The classic Charlie perfume is 1973. ShelleyHack, wearing RalphLauren pants, praised the independent professional female spirit and achieved great success. It is also the first perfume advertisement in the industry with the theme of women wearing pants. Revlon Group accurately targeted the contact lens market and medical market, and successively acquired Barnes-Hind and Lewis-Howe. 1979 turnover exceeded 10 billion USD, and its development in the medical market even exceeded the brand's beauty business. From another perspective, it also buried the future crisis.

In the mid-1980s, faced with the strong siege of American Esté eLauder cosmetics group, Procter &; Procter & Gamble nibbled at the low-priced market. With the spread of L 'Oré al Group and LVMH Group from Europe, Revlon's operation showed fatigue. 1985 was sold to Mac Andrew &；; PantryPride, a subsidiary of Forbes-controlled speculative consortium, was used as a mortgage chip and owed a huge debt of $2.9 billion. After selling its loss-making industries and streamlining the operation of the group, it is determined to revive Revlon's core beauty business and further strengthen its quality and technology in the 1990s. SkinLight, a glossy touch-up foundation, and AgeDefying, an anti-aging repair and rejuvenation foundation, have been continuously praised. The latest limitededition series is launched, with amazing colors, textures, materials and packaging, and the name is even more dreamy and sexy.

1996, Revlon entered the Chinese name "Revlon" in China, which comes from Li Bai's famous sentence "The cloud wants clothes to make people beautiful, and the spring breeze blows the threshold to make Revlon". Looking at many international cosmetics brands, Revlon must be among the best in the translation of Chinese names. Products focus on makeup, manicure and hairdressing. Among them, the foundation with any texture is divided into three formulas, which take care of neutral skin, mixed skin and dry skin respectively. Revlon's innovative and enterprising spirit in the production of lipstick and nail polish has always been reflected in the company's future development process, creating a series of far-reaching cosmetics in the industry. The following is the most prestigious list of Revlon's first products:

The 1930s

First introduction of nail polish to the market

It is the first time to put forward the concept that lipstick should be matched with nail polish: lips and fingertips should be matched.

It is the first time to express the fashion concept of different seasons with different nail polish colors.

For the first time, different product colors were named with unique names, including Fire &；; Ice, fifth, AvenueRed and RevlonRed.

The 1940s

The first eye shadow

The first waterproof and colorfast mascara

The 1950s

Suitable for different hair types (dry, oily and dyed).

The first foundation with stable emulsion: Touch &；; Give off a dim light

60 s

The first breakthrough skin care lotion specially developed for women over 35 years old.

Eterna'27, the first anti-wrinkle night cream, was successfully developed and certified by the US Food and Drug Administration.

Flex, a repair protein hair care nutrient, was developed for the first time

The technique of "brushing" when applying blush was first put forward, and later this cosmetic technique was also used in other cosmetics.

It is the first time to introduce the application of this "brush" technology to women of all ages: BrushOnBlush.

The designer designed the first bottle of classic perfume in America. With the development of the company's business, we need more practical talents who are brave enough to accept challenges and have innovative ability. Based on the principle of two-way choice, we sincerely invite all kinds of elites to join us. I believe that while you use your talents to create more wealth for the company, you will also get more competitive salary and benefits and broader personal development space.

Just like our slogan "Everyone participates, everyone contributes", join the big family of Revlon and let us pass on the beautiful promise together!

In the highly competitive cosmetics market, how can we make a profit without using the usual means such as discounts and bonuses? Qian Gangji, president of Revlon Greater China, said.

1996 entered China, changed CEO every year, and was a famous American makeup artist.

The road of brand Revlon in China is not smooth. When the fifth CEO, Qian Gangji, known as the "financial prodigy", took office in 2000, his disappointed headquarters had said with a last-ditch mentality: "It can't be like this again, and quit the China market." Qian Gangji reversed the book loss of tens of millions of yuan after half a year, and after nine months, the market share and sales volume of Revlon in China doubled. In an interview with reporters a few days ago, Qian Gangji, who had just returned from his debriefing in new york headquarters, was very excited: "From 200 1 to last year, Revlon's business in China tripled! The big boss (President of Revlon Global) said that China is the biggest market for Revlon in the future! The goal of China District this year is to increase sales by 40% to 50% ". For its competitor in China, Qian Gangji, who has always been very conservative in data, will definitely be surprised to show such a card. As one of the world-renowned cosmetics brands, Revlon currently has 65,438+0,000 counters in major cities in China, all of which are located in large shopping malls. It is understood that this year, Revlon will introduce another brand that has been successfully sold in Hong Kong into the mainland, injecting brand-new high-end products into the mainland market of China.

Prior to this, Revlon took the mid-range route. Different from competitors' usual methods, such as promotion and discount, the price of Revlon products is firm. If a large shopping mall takes Revlon 65,438+10,000 yuan as a promotion, Qian Gangji will not be excited, but will think twice. "Because it is very likely that only 50,000 yuan of products will be sold in one activity, the remaining overstocked warehouses can only be sold through continuous discounts or attachments, and we may not receive the money from the dealers. The seemingly lively promotion has brought great pressure to us and our dealers. Many cosmetic brands, including Revlon, have had this experience. I don't think enhancing the awareness of a brand should be paved with low prices. " "I prefer to support another big shopping mall that only takes 50,000 yuan for activities. I can get timely product feedback from this promotion according to market rules." On June 365438+February 3/US local time, cosmetics giant Revlon submitted a disclosure to the SEC, announcing that as part of its corporate restructuring plan, it would stop operating in the China market and lay off 1 100 people in the China market. Revlon said that this move will save the company11million dollars every year. Relevant counters of Revlon are expected to be closed in February 20 14.

It is reported that the net revenue of Revlon in 20 12 years was143 billion USD, while its business in China only accounted for 2% of the company's total business revenue. Revlon said it would cut 1 100 jobs, mainly 940 beauty consultants hired by third parties.

Revlon expects that the restructuring plan will increase the pre-tax expenses by 22 million US dollars, of which 6.5438 million US dollars will be employee severance pay, and the rest will be sales write-off and inventory write-off. The company plans to include $20.9 million in the expenses in February of 20 13, and the rest will be included in the fiscal year of 20 14. It is estimated that the company's restructuring plan, including withdrawing from the China market, will save about $8 million for its 20 14 year.

As far as Revlon is concerned, its stock rose by nearly 70% last year. But this cannot hide its decline in the Asian market.

The financial report shows that in the first three quarters of 20 13, Revlon achieved a total revenue of 102 1 billion US dollars, down 1.3% year-on-year. Revlon experienced a slight growth of 0.2% in the domestic market of the United States, but it also experienced negative growth in the Asia-Pacific region, Europe, the Middle East, Africa, Latin America and Canada.

Among them, the Asia-Pacific region is the second largest market of Revlon except the United States, and it is also the market with the largest decline. In the Asia-Pacific region, its negative growth mainly appears in the mainland of China and Hongkong, China.

In fact, Revlon's performance in China market far exceeds that of other competitors.

Foreign cosmetics brands have been spying on the China market. After all, there are 654.38 billion consumers growing here. For example, Estee Lauder, which specializes in high-end beauty products, achieved a growth rate of 7% in the Asian market in 20 13, with the main contribution coming from the China market. Giants like L 'Oré al are also actively exploring second-and third-tier cities in China, including launching some beauty products used by Asians, similar to the BB cream of L 'Oré al's brand Maybelline. Since then, other international brands have followed suit.