Business Case Studies, Restructuring / Turnaround Strategies Case Study, Turning Around Revlon

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Restructuring / Turnaround Strategies Case Study

Case Title:

Turning Around Revlon

Publication Year : 2006

Authors: Philip Anil Kumar, Mridu Verma

Industry: Home Appliances and Personal Care Products


Case Code: RTS0116P

Teaching Note: Not Available

Structured Assignment: Not Available

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Revlon is a leading manufacturer of cosmetics, skin care, fragrance and personal care products based in the US. It is the third largest cosmetic company in the world, and owns global cosmetic brands like Revlon, Flex Almay, Ultima, Vital Radiance, Charlie and Mitchum. Since 1998, Revlon had been struggling to post a profit. It was unable to hold its ground in the face of intense competition and faced major setbacks in its core North American market. This case study discusses the reasons behind Revlon’s losses, rising competition in the cosmetic market and its attempts to make a comeback.

Pedagogical Objectives:

  • To understand the global cosmetic industry scenario
  • To discuss Revlon’s turnaround strategy.

Keywords : Fiex Almay; Ultima; Restructuring / Turnaround Strategies Case Study; Vital radience; Charlie perfume; Mitchum; Almay; L'oreal; Cosmaceuticals; Colourstay; Cover girl

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