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Article: Revlon in process of 'reenergizing iconic brand'. (Marketplace 2003/Corporate Profiles).(Company Profile)
- Article from:
- Chain Drug Review
- Article date:
- June 9, 2003
CopyrightCOPYRIGHT 2003 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Revlon Inc. is looking to drive sales and profits for its retail partners with new leadership and an aggressive marketing plan.
The company's substantial consumer research investments are bringing amore focused approach to retail that women are responding to.
"We're committed to earning our retailer relationships through results," remarks president and chief executive officer Jack Stahl.
Revlon recently changed some of its packaging to carded SKUs, which provides a number of benefits, including reducing shrinkage while increasing shoppability.
"Conventional wisdom always assumed that carding couldn't be upscale," notes ...