While Revlon has been mentioned as a possible suitor for Procter & Gamble’s beauty brands, the company made a different acquisition today. Revlon snapped up U.K.-based licensee and distributor CBBeauty for undisclosed terms. The deal includes U.K. distributor SAS & Company.
Founded in 2011 by Corrado Brondi, CBBeauty distributes and markets the boy band One Direction’s fragrances and beauty products, which are now distributed in more than 80 countries. Our Moment One Direction was one of the few women’s fragrances showing sales growth in all mass doors last Christmas, according to IRI data.
SAS & Company distributes and markets fragrances and beauty products for a number of high-end and mass brands including Rihanna, Carven and Burberry. SAS is also the fragrance licensee for pop group Little Mix and singer Cheryl.
CBBeauty and SAS will operate as an independently managed division within Revlon, headed up by Brondi. Shelley Smyth will continue as chief executive officer of SAS & Company. Managing acquisitions separately is not unusual for the company. Revlon also maintains its Sinful/Pure Ice business as its own entity.
“As we continue to focus on our strategy of value creation to boldly grow Revlon, we are confident that this acquisition will provide us with a business and people platform for significant growth in the global fragrance business,” Revlon president and ceo, Lorenzo Delpani, said in a statement. Revlon still owns a cadre of fragrances, most notably Charlie.
Brondi added partnering with Revlon will accelerate growth “by leveraging Revlon’s significant capabilities and resources.”
Retailers at the recent National Association of Chain Drug Stores noted Revlon appears to be gaining in some beauty categories, although its Almay division is still struggling.