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Restructuring / Turnaround Strategies Case Study
Case Title:
Turning Around Revlon
Publication Year : 2006
Authors: Philip Anil Kumar, Mridu Verma
Industry: Home Appliances and Personal Care Products
Region:NULL
Case Code: RTS0116P
Teaching Note: Not Available
Structured Assignment: Not Available
Abstract:
Revlon is a leading manufacturer of cosmetics, skin care, fragrance and personal care products based in the US. It is the third largest cosmetic company in the world, and owns global cosmetic brands like Revlon, Flex Almay, Ultima, Vital Radiance, Charlie and Mitchum. Since 1998, Revlon had been struggling to post a profit. It was unable to hold its ground in the face of intense competition and faced major setbacks in its core North American market. This case study discusses the reasons behind Revlon’s losses, rising competition in the cosmetic market and its attempts to make a comeback.
Pedagogical Objectives:
- To understand the global cosmetic industry scenario
- To discuss Revlon’s turnaround strategy.
Keywords : Fiex Almay; Ultima; Restructuring / Turnaround Strategies Case Study; Vital radience; Charlie perfume; Mitchum; Almay; L'oreal; Cosmaceuticals; Colourstay; Cover girl
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