Save 35% on an annual Digiday+ membership. Ends June 5.
Legacy beauty companies are competing in an arms race to buy up the most buzzworthy, trendy and innovative brands.
Revlon is the latest to announce a new restructuring plan that puts the company’s individual brands at the center of its strategy, rather than retail channels. Revlon’s branches of business will be divided and organized into four categories: the Revlon brand, Elizabeth Arden, which Revlon acquired in October, fragrances and portfolio brands, which includes Almay, Mitchum, Gatineau, SinfulColors and Pure Ice cosmetics.
To read the rest of this story, please visit Glossy.
More in Marketing
‘They’re going to be extinct at some point’: Why the chief AI officer is a transitional species
AI has quietly automated large swathes of how ads are bought, from walled garden auctions to the programmatic pipes that fund the open web.
Target has alienated Black-owned brands, founders say, as some startups vanish from its shelves
Black founders Modern Retail spoke with said they found Target to be a frustrating wholesale partner.
Why brands are running to Strava
Starbucks announced a nationwide partnership with fitness app Strava, asking participants to walk 22 minutes a day for at least 10 days.