Revlon today announced that it will reorganize to operate under a brand-centric structure built around four global brand teams: Revlon, Elizabeth Arden, Fragrances and Portfolio Brands. The new structure looks to optimize and focus on building brand equity for the $3 billion-plus firm.
In addition to Elizabeth Arden, Revlon now has a diverse portfolio of brands in color cosmetics, skin care, fragrance, hair color and hair care, beauty tools, men’s grooming products, anti-perspirant deodorants and other beauty care products, sold in approximately 150 countries through a variety of distribution channels.
To ensure that the organization continues to develop strategic customer relationships, a new customer-facing regional structure will optimize global sales and brand presence behind five regions in North America; Europe, Middle East & Africa; Asia; Latin America, which includes Mexico; and Pacific, which includes Australia and New Zealand.
Finally, in order to better support the new brand-centric and regional structures, departments within Revlon, including Finance, Human Resources, Supply Chain, Research & Development, Legal, and Communications & Corporate Social Responsibility, will also reorganize.
“This new brand-centric structure enables us to leverage the strength of our iconic brands, better focus on and serve beauty consumers, and quickly adapt to their changing behaviors and preferences,” said Fabian Garcia, President, Chief Executive Officer of Revlon. “Aligned with our strategy, the new brand-centric structure better positions us to grow and win across categories, channels and geographies by delivering consistent, seamless and exceptional brand experiences, wherever and however our consumers shop for beauty,” he added.
The reorg news follows Revlon’s recent announcement that it would begin eliminating approximately 350 positions worldwide in an effort to reduce the company’s selling, general and administrative expenses. The company expects to complete its integration and restructuring actions by the end of 2020.