Revlon unveils new organisation structure

Cosmetics firm Revlon has unveiled a new organisation structure aimed at bolstering its opportunities for growth and effective competition in the beauty industry.

Last September, Revlon has purchased Elizabeth Arden, expanding its colour cosmetics, skincare, fragrance, hair colour, haircare, beauty tools, men’s grooming products and anti-perspirant deodorants offerings across 150 countries.

Focused on structuring itself as a brand-centric entity around its Revlon, Elizabeth Arden, Fragrances and Portfolio brands, the firm intends to optimise brand equity.

Revlon president and chief executive officer Fabian Garcia said: “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 behaviours and preferences.

“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.”

Revlon also plans to open a new customer-facing regional structure, which will work towards building strategic customer relationships.

The structure will optimise global sales and brand presence across North America, Europe, Middle East and Africa, Asia, Latin America, including Mexico; and the Pacific region, comprising Australia and New Zealand.

Departments such as finance, human resources, supply chain, research and development, legal, as well as communications and corporate social responsibility will also reorganise to reinforce the new structures.