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Revlon Loses Billion-Dollar Brand Status

The Revlon brand is out of the billion-dollar club.
The flagship line of Revlon Inc., which includes makeup, hair color and beauty tools, declined to $998.3 million in net sales for 2018, according to the company’s latest earnings report. For 2017, the segment posted $1.09 billion in sales. Before that, the company was organized differently and Revlon brand sales were not broken out on their own.
The company said Revlon’s struggles were in part due to declines in the North American mass market makeup category — a pain point for other mass beauty companies as well — combined with a shift in timing of customer resets for the fourth quarter of 2018.

Revlon ColorStay Endless Glow Liquid Highlighter
Courtesy Photo

“The mass category for color cosmetics ended the year down about 1.5 percent in 2018, fourth quarter the decline accelerated to be 4.5 percent and we’re seeing that the decline in the first two months of the year in the category is about 5 percent — there are challenges with regard to the category, which is impacting our results,” said Revlon chief executive officer and president Debbie Perelman on the company’s earnings call Monday.
For the year, Elizabeth Arden was the only Revlon Inc. segment that

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Via:: https://wwd.com/beauty-industry-news/beauty-features/revlon-loses-billion-dollar-status-1203086957/