By  on April 26, 2012

Revlon Inc. is taking a hard look at its Almay brand.

“We are not satisfied with Almay’s U.S. performance and, as a result, we are reviewing all elements of Almay’s marketing mix,” Chris Elshaw, Revlon’s executive vice president and chief operating officer, told analysts during the company’s earnings call on Thursday. “It’s a well-defined brand with a loyal customer base amongst consumers with sensitive skin and eyes. We were working on refining the brand proposition to the consumer. We’re also improving the merchandise of the brand, which includes the in-store rollout as well as graphics and packaging.”

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