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
Why Sephora released a beauty set exclusively on TikTok Shop
TikTok Shop’s combination of eyeball-sucking entertainment and frictionless shopping have made it a legitimate competitor to beauty giants like the LVMH-owned Sephora.
In Graphic Detail: LLMs keep citing YouTube in search results
The videos getting cited reveal how different AI search can be from traditional Google search.
Marketers have bought into microdramas — but a lack of ROI might make them irrelevant
Microdramas are attracting brand dollars and audiences. The harder question is whether the format can translate that attention into meas.