Philosophy, Chief Marketing Officer and Senior Vice President
Inspiring and cutesy go only so far in brand-building. So when veteran marketer Jill Scalamandre joined Coty Inc. to rebuild Philosophy, she scaled back on the bath and body products emblazoned with feel- good slogans and instead focused on Philosophy’s skin-care heritage and original message of female empowerment. “Philosophy is a brand constantly on a journey of self-renewal,” Scalamandre said earlier this year, then made good on that promise with a succession of targeted launches, supported by extensive sampling and a philanthropic platform that supports mental health and well-being. You don’t have to be a deep thinker to appreciate the results: For the first six months of 2015, Philosophy was the number-four skin-care brand, according to The NPD Group for the total measured market, posting 9 percent growth.
Revlon, President and Chief Executive Officer
Lorenzo Delpani may sit in the c-suite, but he sees himself as a marketer with a penchant for innovation. So when it came to creating a new positioning for the Revlon brand, Delpani unlocked the winning idea after discovering the word “love” within the word Revlon and the “Love Is On” campaign was born. Through his lens it’s not really a campaign; it’s a complete repositioning of Revlon and what it stands for. “Love is a universal motivator,” said Delpani shortly before Revlon flipped the switch on its digital billboard in Times Square in November 2014. The mantra now permeates all of the brand’s moves, from TV to digital to philanthropy. The campaign seems to be resonating with consumers. In its most recent quarter, Revlon reversed sales declines in its consumer segment, where Almay and Revlon live, gaining 6 percent, excluding the impact of foreign currency exchange rates.