Executive Briefings

Revlon Is Advertising on Amazon Boxes

Revlon Inc., making its first major marketing push since it bought Elizabeth Arden Inc. last year, is tapping Amazon.com Inc. and Lady Gaga to reinvigorate sales and better reach millennials.

As part of a campaign called the Love Project, the cosmetics maker will stamp its name on 10 million Amazon shipping boxes - a bid to get out in front of more e-commerce shoppers. Revlon also is relying more on social media and other digital technology after years of losing ground to upstart brands.

“Digital is so important is to us as a company,” said Eunice Byun, vice president of global digital marketing. “That’s where the consumer is. That’s where she is talking to her friends, learning about new trends.”

Revlon Chief Executive Officer Fabian Garcia is aiming to generate $5bn in annual sales within the next five years, up from about $3bn now. It’s a tall order for a company digesting the unprofitable Elizabeth Arden business, which it acquired last year for about $800m, including debt. Both companies have struggled to maintain market share in recent years — a slide the marketing blitz is meant to reverse.

Revlon shares have climbed 17 percent this year as the company mounts its turnaround plan. That follows a 4.7 percent gain in 2016.

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As part of a campaign called the Love Project, the cosmetics maker will stamp its name on 10 million Amazon shipping boxes - a bid to get out in front of more e-commerce shoppers. Revlon also is relying more on social media and other digital technology after years of losing ground to upstart brands.

“Digital is so important is to us as a company,” said Eunice Byun, vice president of global digital marketing. “That’s where the consumer is. That’s where she is talking to her friends, learning about new trends.”

Revlon Chief Executive Officer Fabian Garcia is aiming to generate $5bn in annual sales within the next five years, up from about $3bn now. It’s a tall order for a company digesting the unprofitable Elizabeth Arden business, which it acquired last year for about $800m, including debt. Both companies have struggled to maintain market share in recent years — a slide the marketing blitz is meant to reverse.

Revlon shares have climbed 17 percent this year as the company mounts its turnaround plan. That follows a 4.7 percent gain in 2016.

Read Full Article