Revlon Case Study
Revlon Case Study
Revlon Case Study
DASMARINAS, CAVITE
COLLEGE OF BUSINESS AND TECHNOLOGY
CASE STUDY
REVLON
I. INTRODUCTION
Revlon is a universal company that sells products for skin care, cosmetics
,personal care fragrance and professional products. Based on my research it was found
that in 1932 also it began in the nail polish market, expanding with lipsticks. Revlon has
consistently lost revenue besides struggling with debts over the past six years.
Year 1932 when Revlon had been developed by Charles Reson who’s brother of Joseph
and chemist Charles Lachman. “L’ is Lachman's contribution to make the name “REVLON”. By
selling opaque long-lasting nails to beauty salons which were distributed through department
stores and few particular pharmacies the business found initial success. Revlon had relaunched
its cosmetics division in 1990’s and secured its position as the market leader. They introduced
their first transfer- resistant lip colored and developed to build the whole Colorstay Collection.
Revlon also faces obstacles: it has almost $2.3 billion debt, and also having trouble catalyzing
new items to market.
V. CENTRAL PROBLEM
Declining sales with its net income due to intensive competition and mounting
debt.
VI. STATEMENT OF OBJECTIVES
MUST: To resolve financial issues by being one of the top of the formulated product in
order to keep the business competitive.
WANTS: To bring back the business profit and cash flow in line.
STRENGTHS
● Strong brand recognition.
● Continuous production of new products.
● Well developed relationship with well known companies.
● Had built a good image and relations with the public.
WEAKNESSES
● Target market is only limited for young and old women.
● Long term debts.
● Not budget friendly.
OPPORTUNITIES
● Men is also user of make-up now.
● Product recognition through social media.
● Product adaptiveness based on ethnicity.
THREATS
● Increasing high quality and budget friendly cosmetics.
● Intense competition within the market.
● Unsold expired manufactured products.
Advantages:
Advantages:
Disadvantages
Advantages:
Disadvantages
● Another cost for the company.
● Requires massive amounts of research time.
● Takes time of importing raw materials
IX. RECOMMENDATION
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