Revlon, Inc.: SWOT Analysis & Company Profile by BusinessReview

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									Revlon, Inc.

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Revlon, Inc.: SWOT Analysis & Company
Profile


Reference code: BRCP160CP10-Q4

Published: Aug 2010




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Revlon, Inc. - SWOT Profile                                                         Page 1
Revlon, Inc.

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Revlon, Inc. - Company Overview

Revlon, Inc. (Revlon) is one of the leading cosmetics companies in the world. The company, along with its subsidiaries,
offers a wide range of products inclusive of skin care, bath and body, cosmetics, hair care, fragrance products and other
related products for women. Revlon markets its products through its own shops, large mass volume retailers, chain drug
and food stores, and internet. The company offers its products under the brand names of Revlon, Almay, Charlie, Jean
Nate, Ultima II, Gatineau and Mitchum. The company’s operations are spanned across different geographic regions
namely, the Americas, Asia Pacific, Europe, the Middle East and Africa, South East Asia. The company is headquartered
in New York, the US.


Financial Performance

The company reported revenue of USD 1295.9 million during the fiscal year ended 2009. The company's revenue
declined at a compounded rate of 2.64% during the period 2007-2009 with a year on year decline of 3.78% over fiscal
year 2008. During the fiscal year 2009 its operating margin was 12.73% as against the operating margin of 11.46% in
fiscal year 2008. During the fiscal year 2009 the company registered a net profit margin of 3.77% as against the net
margin of 4.3% in the fiscal year 2008.




Revlon, Inc. - Key Facts

Revlon, Inc., Key Facts

                                  237 Park Avenue, New York,
                                  New York (NY), 10017, United      Ticker Symbol, Stock            REV (New York Stock
Corporate Address:                                                                                  Exchange)
                                                                    Exchange
                                  States


Telephone                         + 1 212 5274000                   No. of Employees                4,800



Fax                               + 1 212 5274130                   Financial Year End              December



URL                               www.revlon.com                    Revenue (in USD Million)        1,295.90



Industry                          Consumer Packaged Goods


                                  Australia, China, Hong Kong Special Administrative Region of China, Japan, New Zealand, France,
Locations                         Germany, Italy, Netherlands, Spain, United Kingdom, Israel, Mauritius, South Africa, Canada, United
                                  States, Bermuda, Mexico, Venezuela
Source: Annual Report, Company Website, Primary and Secondary Research




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Revlon, Inc. - SWOT Profile                                                                                                 Page 2
Revlon, Inc.

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Revlon, Inc. - Business Description

Revlon, Inc. (Revlon) is one of the world’s leading cosmetics companies in the mass retail channel. The company, along
with its subsidiaries manufactures, markets and sells an extensive array of cosmetics, women’s hair color, beauty tools,
fragrances, skincare, anti-perspirants/deodorants and personal care products. The company’s products are sold under the
brands, namely, Revlon, ColorStay, New Complexion, Revlon Age Defying, Almay, Ultima, Almay, Almay Smart Shade,
Revlon Colorsilk, Flex, Charlie, Jean Nate, Ultima II, Gatineau, Mitchum in over 100 countries across six continents. The
company has 4,800 employees.

The company, along with its subsidiaries, operates in four geographic regions, namely, United States, Asia Pacific,
Europe and Latin America. Revlon offers its range of beauty products throughout its geographic business markets and
also, provides a wide range of personal care, fragrance, beauty and skin care products in few selected regions.

In the US, its principal customers are large mass volume retailers, chain drug and food stores. Outside the US, it also
offers to certain department stores and other specialty stores such as perfumeries. The company also sells its beauty
products to the US military exchanges and commissaries and licenses certain of its key brand names to third parties for
complimentary beauty-related products and accessories.

The company’s operations are spanned across different geographic regions namely, United States, Asia Pacific, Europe
and Latin America. During the fiscal year 2009, the company’s United States segment generated USD 747.9 million.
Revlon’s Asia Pacific, Europe and Latin America segments contributed USD 266.7 million, USD 172.4 million and USD
108.9 million, respectively.

The company operates its business through its direct wholly-owned operating subsidiary, Revlon Consumer Products
Corporation and its subsidiaries. It has manufacturing facilities in North Carolina, Venezuela, France, South Africa and
Mexico and third-party facilities around the world. Revlon under its group portfolio owns and manages several domestic
and international subsidiaries. Some of the key subsidiaries of the company include Almay, Inc., Revlon International
Corporation, Cendico B.V., Revlon Canada Inc., Revlon S.p.A., Revlon Group Limited, New Revlon Argentina S.A.,
Revlon Manufacturing Ltd., Revlon South Africa (Proprietary) Limited and Revlon (Shanghai) Limited, among the others.




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Revlon, Inc. - SWOT Profile                                                                                      Page 3
Revlon, Inc.

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Revlon, Inc. - Major Products and Services

Revlon, Inc. (Revlon) is engaged in the manufacturing, marketing and sale of cosmetics and various beauty related
products. Its key products and brands include the following:

Revlon, Inc., Major Products and Services
Products:

Cosmetics

Women’s hair color

Beauty tools

Fragrances

Skincare

Anti-perspirants/deodorants

Personal care products

Brands:

Almay

Aquamarine

Bozzano

Charlie

ColorStay

Colorsilk

Colorama

Expert Effects

Flex Frost & Glow

Gatineau

Mitchum New

Complexion

Outrageous

Plusbelle

Revlon

Revlon Age
Source: Annual Report, Company Website, Primary and Secondary Research




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Revlon, Inc. - SWOT Profile                                                                                     Page 4
Revlon, Inc.

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Revlon, Inc. - History

Revlon, Inc., History

    Year                   Event type                                                Description


                                                Law firm of Berger & Montague, P.C. filed a class action against the company in the
                                                U.S. District Court for the District of Delaware that includes all the shareholders who
   2009      Litigation
                                                tendered their Class A Common Stock for conversion to Series A preferred stock
                                                pursuant to Revlon's exchange offer of September 24, 2009.


   2008      Asset Disposal                     In 2008, the company sold its Brazilian subsidiary, Ceil Comercio E Distribuidora Ltda.


                                                The company rejuvenated three important and strategic color cosmetics franchises
   2005      Plans/Strategy                     which include Revlon Age Defying Makeup, Revlon Super Lustrous Lipstick, and
                                                Revlon Nail Enamel in the year 2005.


                                                In 2004, the company's Board of Directors approved agreements with Fidelity
   2004      Contracts/Agreements
                                                Management & Research Company and MacAndrews & Forbes.


                                                In 2002, the company signed a licensed agreement with Pacific World Corporation, a
   2002      Contracts/Agreements
                                                manufacturer of nail and nail care products.


                                                In 2000, the company sold its Colorama brand of cosmetics and hair products to the
   2000      Others
                                                L’Oreal Group.


   2000      Divestiture                        In 2000, the company sold its non-core Plusbelle brand in Argentina.


                                                The company was once again declared as a public company and listed on the New
   1996      Stock Listings/IPO
                                                York Stock Exchange in the year 1996.


   1987      New Products/Services     
								
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