How Revlon Lost Its Luster | WSJ

The Cosmetics Giant Faces Stiff Competition and Shrinking Shelf Space
In its heyday, Revlon was the second largest cosmetics company by sales, behind only Avon. Over three decades later, the crown jewel of Ron Perelman’s corporate empire has become a liability. WSJ looks at why the company’s future is now in question. Photo illustration: Jacob Reynolds/WSJ
Rise and Fall
With technology and consumer tastes changing fast, some companies have failed to keep up. This series looks at the rise and fall of great companies, and their struggle to survive in a rapidly changing economy.
#WSJ #Revlon #RiseAndFall

[@maggierobertson2962]

I think they are still trying to act like the market is 4 or 5 brands. Thats just not the case anymore

[@eduardochavacano]

Max Factor had Madonna once so Revlon perished.

[@popocucu7749]

Classic example when company failed to innovate, keeping old school strategies, lack of consumer engagement, diversification strategy

[@LaSombraa]

Reminds me of Intel...

[@kissarococo2459]

yes, acquiring Elizabeth Arden instead of looking what the teens and young adults (the near future adult clientele) were using and buying was a mistake. The women who used Revlon in the 80s and 90s are older and dont spend as much anymore.

[@endor8witch]

these big companies NEVER learn from one another. maybe it's because the board of directors and management are a bunch of old farts who are desperate to keep their jobs they don't know that they need new blood to innovate.

[@popocucu7749]

@@endor8witch Bingo!

[@girlwhoseeks]

They’re the original old school and should have kept it that way

[@LSSYLondon]

If Revlon went RETRO they could save themselves. By that I mean refillable metal compacts and Besame style lipsticks. Go back to their 1932 roots and create pop up bars where you can have a pro mix and press powders for your own skin type like Bite Beauty Labs. There are so many ways they could recover if they only thought OUTSIDE the plastic box.

[@raleemay]

Yes!! They should go back to their vintage packaging with a classic feel. I love Bésame and it would renew my interest if they went in this direction.

[@indrinita]

they ARE retro with their offering of limited shades and lack of innovation over decades. That's why they're not doing so hot. But the idea of refillable containers for customizable makeup would be a good idea to implement.

[@thevintagekitty]

@@indrinita Here you go again! Jumping down anyone's throat who mentions "vintage" marketing. When one praises one thing, it doesn't mean putting another down. Liking one idea doesn't mean supporting ALL ideas associated with it. I couldn't understand why all these vintage gals/influencers have to constantly post "vintage style, not vintage values". I understand now; to ward off bullies like you. Don't bother responding, I have already blocked you. Have a nice day and look forward, NOT backwards.

[@kissarococo2459]

they already have their lipsticks that are same from 1950s like Fire and ice and cherries in the snow. I would totally buy their retro make up. The shade of fire and ice was pazinted on the lips of the very first Barbie!

[@alyk4683]

And retro sells. It has the nostalgia factor which is incredibly powerful.

[@zombelladonna]

Revlon refuses to get with the times...in high school I loved Revlon, especially when I started getting into vintage fashion. But they aren’t cruelty free, they’re not clean, they haven’t been innovative with new products, they don’t ethically source their mica, and they’re behind on the trends...also they’re expensive for a drugstore brand, which is common these days, but if they aren’t evolving but still charging those prices then they’re not going to get people to buy their products. There’s better brands out there

[@justynawisniewska1213]

I agree to all of this besides 'clean' as that means virtually nothing, it's just marketing. But that's true, they just don't keep up with the beauty market. I'm into make up and I used to have plenty of their products back in highschool when I started doing my makeup. Now I have none, it's not an attractive brand.

[@Kyarrix]

@Saphyr S. And you seem like you're unpleasant to people for no reason. They provided good information and what they said was accurate.

[@Kyarrix]

The not being cruelty free is important to me. I don't think I've ever been attracted to Revlon products, when I think of them I think of older people in bright lipstick. They are too expensive for what they offer. Thank you for the information, I didn't know before that they weren't cruelty free, I had assumed but I didn't know.

[@zombelladonna]

@@justynawisniewska1213 some clean brands genuinely do use mostly natural ingredients but tbh I read the ingredients lists because I don’t trust labels like “clean” or “all natural” etc

[@zombelladonna]

@Saphyr S. lol, I guess..? 🤷🏻‍♀️

[@silversurfer8237]

A great story piece. The competition in cosmetics is phenomenal. They did not mention the European, Japanese or Korean cosmetic companies.

[@AskMiko]

Because Revlon is losing its share largely due to business decisions (junk bonds, etc), not other brands. They only mentioned Kyle Cosmetics to make the video relevant to younger viewers. This video needed another 20 min to be thorough and include other brands... L’Oreal would have been good to mention too.!

[@jamestyler114]

Not just the cosmetic industry being phenomenal, basically to the point of having cut throat competition.

[@paillette2010]

@Yes Yes I believe Silver Surfer was referring to the increased competition and mainstreaming of J and K beauty. 🙃

[@Bunny-ch2ul]

Or higher end brands. Revlon built their reputation on being luxurious and very fashionable. That's really not their position in the market, and hasn't been for decades. I don't know anyone who is serious about makeup who uses Revlon.

[@SaSha-hb5rq]

The cosmetic I don't quite sure but on the skincare product, they are definitely phenomenal

[@CharlotteTranp]

Over price, lesser quality, old packaging and a confusing brand positioning

[@paillette2010]

Agree with the dated packaging, but without the younger demographic in the socials shilling it like they do things like Colourcrap, it recedes. And it’s not aging upwards like high end brands like Clarins or remaining relevant like DS brands need to.

[@monicaalexandra2057]

Yes! Exactly

[@enfusraye]

Outdated outdated outdated

[@footyfan101ful]

Overpriced!! 😂😂 Its cheap!!

[@kikiTHEalien]

@@footyfan101ful It is overpriced for the quality they offer, which is basically trash.

[@elizabethgatsby3442]

Revlon doesn’t know what it wants to be anymore. When I was first getting into makeup it didn’t appeal to me because it was too expensive for a drugstore brand. Now that I’m a bit older and can afford higher end makeup Revlon still doesn’t appeal to me because I can spend a bit more for higher quality. Not to mention they’re not cruelty free, yikes.

[@ashcoolik4492]

Exactly my thoughts

[@NA-oc7eq]

What's the problem with makeup being tested on animals when majority of the world is consuming animal meat anyway?

[@elizabethgatsby3442]

@@NA-oc7eq It’s a personal preference of mine, I’m also a vegetarian. But beyond that I just think it’s unnecessarily cruel when so many other companies (which is slowly becoming the majority) can formulate great products cruelty free. It’s another sign that they’re behind the times.

[@riverAmazonNZ]

@@NA-oc7eq There’s a difference between killing an animal quickly and torturing it.

[@NA-oc7eq]

@@riverAmazonNZ no differences at all.

[@apscoinscurrenciesmore7599]

It's the Nokia of makeup industry

[@ishabiswas8224]

Don't insult good old Nokia. They are war vets and this one is just some boring wrinkly grape.

[@apscoinscurrenciesmore7599]

@@ishabiswas8224 do u still use nokia? If the answer is no it means it's no longer relevant. Revlon also had unparalleled success in the 90s with supermodels on their ad campaigns

[@mahi93162]

@@apscoinscurrenciesmore7599 the thing is I know many people who still use Revlon including me

[@yashny]

@@mahi93162 I thought I was the only one. I use Revlon products too

[@apscoinscurrenciesmore7599]

If many people used Revlon it wouldn't have become obsolete

[@carolyna4484]

Being a teen in the 80s Revlon was glamorous and appealing. That Unforgettable campaign! Cindy Crawford! Colorstay was revolutionary. I emailed the company 10years later to say, as a long time customer, their products were over priced and they were being left behind by newer brands. Their response was scathing and condescending and I never purchased again. Rule 1: listen to customer feedback . Rule 2: employ management who know how to manage changing mkt and customer needs. Maybelline has done it very well.

[@JH-kw8zy]

Instead of these silly trends they should go back to flattering, classic makeup. Diversifying their products like perfume and skin care. Bringing back quality packaging. I buy vintage Revlon packaging online, not because I like the products (they're unusable anyway) but because I appreciate and enjoy the beautiful packaging. I reuse it. I spend $15 on metal Revlon lipsticks to empty, clean and reuse the tube. I put a $5 lipstick in a $15 tube. I know I'm not the only one who will pay a premium for an enjoyable experience.

[@josefah4952]

Same! If they go fully vintage with the packaging, make products more inclusive and suitable for POC, and go cruelty free they could really do comeback. They could sell refillable products again!

[@gcsugirl]

That’s why I love Pat McGrath lipsticks. Idc about the actual lipstick but the tube is beautiful

[@kennethsoshi03]

*Actually their colorstay foundation is so good and underrated. They should rereleased the product or improve it and make another name for it like what Maybelline & L'oreal always 🙄 did.*

[@kumarules118]

True! I find it almost the same as loreal?

[@AnnaPxx]

I read good reviews, choose my match on Findation only to discover that that shade is not sold in the UK.

[@Vanessa-pq8bn]

In my opinion this foundation kinda sucks because it has sparkles in it and it has like un mixed in clumps of pigment? And it just has a bad formula. It says it's for dry to normal skin which is my skin type and it makes my skin look so crusty and try

[@kennethsoshi03]

@@Vanessa-pq8bn idk about dry to normal skin but in combi to oily skin it does wonders to them and I read some reviews raving about it every time they tried it.

[@Vanessa-pq8bn]

@@kennethsoshi03 maybe the one for dry- normal skin would probably work for oily skin then since the formula os so dry😂

[@tinacahoon9819]

I'm rooting for Revlon. They make a couple of my Holy grails... Colorstay foundation, and lipstick in either Rose Velvet or Blushing Nude.

[@azsakamoto4582]

i agree w that colorstay foundation and blushing nude!

[@dayglodoggy]

Their lipsticks are on par with lux brands. I find a lot of the trendy and mid market lipstick formulas so drying and patchy.

[@melmel4712]

I love Rose Velvet so much!!!!

[@rebeccar628]

That’s so funny-those are my two favorites! Blushing Nude is just just the perfect flush for my lip color/skin color.

[@PigeoneerToy]

the entire Colorstay line is fabulous! their creme eyeshadows, eyeliners, lipliners, foundation, the concealer OMG!! the only one that never fails, eyeshadows never crease on me with that one. I also love their lipsticks. The classic super lustrous in matte, sheer, and cream finish and the matte balms are among my favorites.

[@masterbulgokov]

If you install a relative as the CEO . . . something's wrong.

[@cockatooinsunglasses7492]

That’s the issue with chaebols in Korea as well.

[@incognitofelon]

@@cockatooinsunglasses7492 That's a completely different organizational structure.

[@TanyaTsukrova]

The person might be fit, who knows

[@beckyenglish4783]

That’s what I thought.

[@Iworkwithnitwits]

Estee Lauder has been doing it for decades.

[@nicolemarieb.7044]

In the 90s they had a shampoo and conditioner called outrageous. I’ve seen it on eBay for ridiculous money because people loved it. I wish that would come back!

[@SweetJeopardy]

OMG "Outrageous"! I used it all through high school (in the 90s) and I loved it! It smelled delicious.

[@nicolemarieb.7044]

@@SweetJeopardy Even the packaging was really cool :-) there was another shampoo and conditioner call Teen spirit in a black bottle and I bought it on eBay even though I knew it was 30 years old just because I wanted to hold the packaging again. Not necessarily to use the expired product, even though it looked fairly normal.

[@AnnaPxx]

Their '00 lipglosses where really good, but they have been discontinued, obviously

[@carolyna4484]

Flex and Aquamarine were great too.

[@phoenixgate007]

Revlon: start by taking the fragrance out of your products. Listen to your customers while you still have them.

[@simplycynth5.0]

Revlon was my favorite brand back in the 90s Cindy Crawford era. They had some amazing lipsticks, which were my favorites, but all of which have long been discontinued. Even though they still have some pretty good lip products I feel like they lost their overall shine as a brand in the early/middle 2000s.

[@PrincessSakuno]

I didn't know Revlon was dying. I don't buy their stuff because it's overpriced here in Australia. I dont pay much attention because I don't really buy American or Western make up brands much in general. One thing is their marketing and appeal is very lackluster to non American backgrounds imo. Plus in retrospect there's so much competition in the market with much better appeal, and their stuff is not attractive to Gen Zs and Millenials. Also one other huge market influence is the environmental friendly stuff is in. Mass market products with no effort to have some kind of sustainability appeal have no influence to the contemporary market.

[@genevieve4202]

well said fellow aussie!

[@jamestyler114]

And on top of that, ppl hadn’t been buying revlon (and it’s sister brand named almay) simply because they test their products on animals. Where there is plenty of other makeup brands that don’t test their products on animals.

[@Bunny-ch2ul]

It's not environmentally friendly, it's also not good for your skin, and it's not good on camera. There's a lot wrong. It's for the Boomer, cracked foundation with lipstick seeping into your smile lines look.

[@soonsuicidal]

Oh I thought it was just here in SE asia that its overpriced. I mean they have nice products but a lot of local products or even Korean Or Japanese that are very affordable with greater quality. I'm always shocked to know how cheap they are in US but 3x the price here. Kinda get along with it coz I know its imported but nowadays there just a lot of competition that are budget friendly.

[@Mai-sx3yf]

I knew they were as soon as Target stopped carrying it’s nail polish and makeup tools.

[@girlinterrupted9792]

I still turn to Revlon for lip products and nail polish(granted I get most of their polishes from Dollar Tree). Unfortunately it seems like they are making some poor choices. With the popularity of their Lip Butters, I was shocked when they discontinued them. Like, why?🤷🏽‍♀️

[@raleemay]

They need to bring back their Lip Butters. Those were the best and so many colors to choose from!

[@faiqahadilla]

Yeah, Revlon likes to discontinue their famous and good products like the lip butter and the colorburst lips line, which is weird. Personally I think their packaging used to be one of the best amongst the other drugstore options, but now their product just look really cheap.

[@rose2dimples]

I know! !

[@rose2dimples]

@@faiqahadilla I can't stand their matte lipgloss tubes! And the mascara tubes !! So ugly!

[@rose2dimples]

Their gel nail polishes are great!

[@rra7490]

Revlon is your mom’s makeup, my mom used to wear it all the time, she had tons of the makeup. Their meh now and so many other cooler products now, younger generations don’t want what their mom’s were wearing.

[@soonsuicidal]

Right. Until my mom asks for my make-up and now she loves these millenials/genZ brands too 🤦🏻‍♀️😂

[@mahi93162]

wait this is actually accurate cause my mom loves Revlon's products, most of her lipsticks, nail polish, and eye pencils are from there. I actually don't mind using Revlon products as gen z, but there are definitely other brands I like too

[@FLdancer00]

It wasn't always. I remember getting into the YT beauty space because EVERYONE was talking about their Lip Butters. It was the first craze that I remember, people were trying to get them all.

[@kumarules118]

Lol I remember my mom loving revlon.

[@miaomiaou_]

@@FLdancer00 yes I remember those too:) that was their last buzz-worthy product, unfortunately for them. And that was like...10 years ago 😯

[@beasttitanofficial3768]

A lot of these brands that have been around for a very long time and are run by old white men who are very unaware of trends are dying and for good reason.

[@elenapopovic2527]

I wont miss them

[@indrinita]

@Saphyr S. are you triggered by facts?

[@beasttitanofficial3768]

Lol I bet my lad over here has a meltdown every time someone says "old white men"

[@kissarococo2459]

Revlons CEO was jewish. Isnt that middle east.

[@elenapopovic2527]

@@kissarococo2459 jewish people can be from anywhere in the world, including europe, not just the ME. Black Jewish people exist, Asian Jewish people exist, and European Jews exist. It's a whole thing, look it up.

[@jessyjulie5506]

I like their super lustrous lipstick lines, especially their vintage shades like cherries in the snow etc. They should bring back more vintage products! Packaging and all, they can improve the formula, but it would be so cool to buy items with vintage packaging and colors.

[@ajae...]

The problem with the vintage lipstick colors is that for a long time they were made with only the lighter skintones. Going back to those times would only lose them customers.

[@sarahlouise7163]

@@ajae... so lighter skintone women shouldn't have those lipsticks because darker skintone women would be upset?

[@ajae...]

@@sarahlouise7163 I don't care what you put on your mouth. You should do something to raise your level of reading comprehension, though.

[@ajae...]

@sarahlouise7163 I don't care what you put on your mouth. You should do something to raise your level of reading comprehension, though.

[@ellevonk.2925]

I’ve been a dedicated Revlon customer since discovering their Colour Stay foundation back in 1995 when I was in high school. I’ve had so many compliments on my foundation over the years and people are always surprised to learn I’m not wearing some fancy, overpriced brand name from Sephora or MAC. I have tried other brands but have always returned to Revlon’s Colour Stay foundation because nothing else has ever compared to it’s long lasting coverage. My heart will break if this company ever ceases to be.

[@AnnaPxx]

They don't sell my shade in the UK, that European island where no people of colour has ever lived

[@elbt101]

They had the highest prices with products that are hit or miss.

[@indrinita]

absolutely, it's like they're totally unaware there are way more brands at the same price point that are just better, or at least offering better value than what they're offering.

[@mariavalentina3075]

@Saphyr S. yes, in my country at every makeup shop they have the highest prices, and because so you can't find a lot on the counters (bcs it sells only a few) Even nyx, maybelline or any other known brand has their prices at least a half of Revlons, and have a better quality

[@indrinita]

Makeup brands that continue to ignore women of colour as a force in the market do so at their own peril. The brands that will continue to stay relevant won’t ignore that market.

[@chewsday5760]

The funny thing is Revlon's foundation is the easiest thing I can find in physical market that matches my skin colour (of course there are tons of other brands online but I have to try on before I buy). The other brand that carries my skin colour is Maybelline but my skin somehow reacts to their products and Make Over, a local brand which has foundation that I used to love in the past but still Revlon suits me better :(

[@indrinita]

@@chewsday5760 other brands did and are doing better. Revlon never moved beyond their two shades for supposed poc with no proper balancing of diverse undertones and absolutely no shades for darker skinned Black women 🤷🏽‍♀️ really not hard to predict their downfall or the downfall of any cosmetics company that refuses to provide products customers need.

[@indrinita]

@Saphyr S. who's mad? You? They're failing for a reason. Anyone could have predicted this. I can't be "mad" about that, that's how capitalism works. Just stating facts. No need to get triggered by that. Even if they actually were high quality and affordable compared to the competition, they're obviously not offering what more competitive brands are offering, what many consumers are looking for. Who knew offering five foundation shades that all look the same and a handful of the same old nothing special eyeshadows and highlighters wasn't going to be a hit forever lol. They're not even cruelty free or have ethical sourcing of pigments, which is like bare minimum these days. If they were "super good", no one would be making videos about them "losing their luster", being in trouble or going out of business. Seems this is only news to you though, so you're mad. Just look at all the comments under this video that are mostly a variation of "Rev-who?", and people associating the brand with their grandmas and such. This is the story of every brand that refuses to evolve or acknowledge the market, it's nothing new, this is not an innovative concept. Just like Revlon.

[@chewsday5760]

@@indrinita I agree, everyone should up their foundation shade game. A disclaimer tho, my skin colour is considered pretty dark in my country and there are very little brands who carry darker shades (think about most brands only carry "porcelain" and "natural" with some medium lol). That's how bad it is on shade diversity in my place 😢

[@indrinita]

@@chewsday5760 I hear you! I'm guessing you're somewhere in Asia? Or perhaps in a small Scandinavian or Australian town? Tons of colourism and racism in places like that, to the point where it filters down to makeup!

[@Anxietyfuelledprincess]

Honestly if they updated the packaging to be brighter and cuter, changed the formulas to be cruelty free/possibly vegan. Give the lipsticks a nice scent then ppl wouldn’t associated with older generation type make up

[@BellydancingAmazon]

They don't sell my shades in South Africa. That's why I don't buy them. The products exist, they just don't import them.

[@---bn2zw]

I seriously think their last actual good release were those butter lipsticks years ago lol And now all the products have been so mehhhh...

[@victoria.galvin]

Those lip butters were great, but that was 10 years ago or more!

[@yunsheengoh]

My first lipstick was a lip butter! I had like 4 or 5 of those haha

[@veevee411]

Agreed! Last Revlon item I purchased. And they discontinued it...

[@mahi93162]

I don't know if this is similar but they have these glass shine lipsticks now which many people liked

[@TheDecoCottage]

This is so true. They haven’t had any decent launches since the Lip Butters. I was so upset when they discontinued those. Those were great and constantly sold out, so why they discontinued them is a mystery.

[@firstname__lastname]

I've always been a fan of Revlon's bold bright colours.. especially their shades of red ❤️

[@Little_Duck_]

As much as i get the "excitement" of some people seeing the old thing die and saying that it won't be missed from the market and all, it is always very very sad to think about the people losing their jobs...at the end of the day, those employees are the ones that will bear the consequences...

[@sup_monica3597]

Their colorstay liquid eyeliner is AMAZING.

[@ssoomee]

Honestly, I prefer L'Oréal, their quality is a lot better, and it shows. Their True Match foundations are my mainstay.

[@zombelladonna]

They own a lot of higher end brands so that makes sense. It was my mom’s favorite drugstore brand when I was growing up as well...I remember the first eyeshadow she bought for me was L’Oréal

[@paillette2010]

To me it’s the same stuff, just smarter marketing and better insight into the emerging demographic. They got it better and sooner.

[@stellar783]

L’oreal’s fall isn’t too far ahead though, they need to start being more ethical or they’ll end up the same as revlon.

[@aduraedosa]

@@stellar783 doubtful cos they’re still innovating with their products and the items they released

[@FLdancer00]

It's because L'OREAL is owned by Este Lauder.

[@MillionaireMindsetClub]

If Amazon has taught us anything, it is to stay relevant in this ever changing environment.

[@georgplaz]

if they have taught us anything, it's to bend the law and exploit your workforce as much as possible

[@indrinita]

@@georgplaz well Revlon's doing that and still failing so...

[@kathyo9420]

I'm a GenX woman and back when I was in high school from the early to mid 80s, Revlon was the "luxury" brand of drug store makeup. I wore ColorStay lipstick and foundation for 25 years. Now I just don't buy it like I used to. Not because of marketing, but I've found other products that I prefer. I still love their classic lipsticks because they're good but affordable. I hope they don't end up a relic like Max Factor (another line that I loved and miss here in the US).

[@styleandbeautydoctor]

Echoing the comments that Revlon is really just a lackluster brand. Even when they try to come out with “new” products to compete with what’s out there, the quality is often poor and the color range is a bit sad. They had a run for a bit in the online beauty world with the colorstay foundation, but the lack of shade range especially when it comes to deeper shades makes them extremely forgettable. Also whyyyyyy are so many men the heads of BEAUTY companies?

[@indrinita]

Right? It’s like of course the dinosaurs are going under, big surprise.

[@elenapopovic2527]

Agreed. Even the ones started by women (estee, rubinstein, many of the newbies) eventually get bought out/majority shareholders are men and they install men as CEO's because they're convinced that with market research they know what we want anyway. But that's already too late, I could have told them 20years ago to make clear sunscreens like supergoop/murad/asian brands or 40 shades of concealer like Fenty because I was looking for it and saw on makeupalley message boards that I wasnt alone. Having someone passionate about their business at the helm is a far better idea than just some Harvard MBA man who looks over spreadsheets.

[@styleandbeautydoctor]

@@elenapopovic2527 100000% hitting the nail on the head here!

[@styleandbeautydoctor]

@@indrinita 💯

[@indrinita]

@@elenapopovic2527 couldn't agree more. The bare minimum these days is offering quality products in enough real-world shades that can be worn by a plurality of women (not the standard five to seven of the 1980s), cruelty free and ethical pigment sourcing. Revlon is way behind and don't look to be interested in catching up even, let alone position themselves to be a market leader. The prices they're charging don't even match people's expectations in that price range. It seems they've closed their eyes totally to the fact that the average drug store brand isn't what it used to be decades ago lol.

[@zoe9210]

"Revlon is not a cruelty-free cosmetics company. Even though they claim to not test on animals, they choose to sell in a country that requires imported cosmetics to be tested on animals. Therefore, Revlon is not considered to be cruelty-free."

[@IrishCassidy]

They would constantly discontinue good products. You couldn't rely on something you liked to stick around. Case in point: The High Dimension line from around 12 years ago.

[@summerrose4286]

Their reds are the best. Also love the cream eyeshadow and best blushes ever....quite underrated.

[@realynw87]

Installed his daughter as CEO....so the company would have a female CEO. Yikes, yea, the old can die, its not like they want to change anyway. They just want money with minimal effort.

[@belencoronel466]

It’s honestly so insulting. Give me a female CEO that’s not given her power due to nepotism

[@joannam1284]

Not to mention he ripped off other female owned brands. He even sent spies to steal formulas from Elizabeth Arden. Disgusting.

[@clobberelladoesntreadcomme9920]

@@belencoronel466 Welcome to the world of rich people. Nobody who gets to that level gets there without being connected, from their private 20k a year kindergarten to prep school to Ivy League. Nothing new here.

[@Iworkwithnitwits]

When you think drugstore mascara I bet Revlon does not make the top three list of brands you would pick. Loreal and Maybelline have killed the market on mascara.

[@janschild]

So true

[@Kim-cu7bc]

Revlon needs to get rid of Almay, that's weighing it down a bit. They need to streamline the brand so they aren't paying for so much wall space in drugstores. Get Princess Perleman off the throne, her pet project Flesh Cosmetics was a huge fail. Get rid of the hair tools and everything else except color cosmetics. Focus on what made you a great brand. Be the company to bring back seasonal drugstore collections, the 90s were great when there were 4 big color stories a year.

[@dianestephan8108]

I remember the seasonal collections. I loved them. I loved the Revlon Nordic Sky Collection. The nail enamel was one of my favorites. I wish I had bought two at the time. I still have an old bottle of polish and the lip gloss too, although I don't use them. Revlon also sold the Illuminance Creme Shadow in limited edition 10 pan palettes. I always bought those. I recall L'Oreal offering limited edition collections as well. I used to buy the Colour Juice lip glosses in the limited edition shades. Shopping for makeup at the drugstore used to be more fun. I wonder why companies stopped offering the special collections.

[@deirdreevangelista856]

Sounds like you have a good business plan ! Lol.....😉💅💄

[@sv4773]

Revlon should bring back it’s old glamorous ad campaigns I’m sure it would be successful

[@zoe9210]

But unfortunately they choose to sell in a country that requires imported cosmetics to be tested on animals.

[@courtneymoran3759]

My Mom has worked there for 30years as has my cousin. We had "The Revlon Room" in my house w/stock. Everyone would leave w/goodie bags. She put Halle Berry in as their 1st woc.

[@courtneymoran3759]

They own so many brands.

[@uniceveronicah3523]

Not to be nit picking a great video, but why not mention Fenty beauty along with Kylie. Fenty has undeniably changed the culture of beauty and cosmetic industry way more than Kylie Cosmetics. Also Fenty’s annual revenue is at least double of KC!

[@CandaceYoung962]

I think they used Kylie Jenner due to her success being almost exclusively due to social media, as opposed to advertising. I don't think I've ever seen an ad for Jenner's cosmetics, Fenty on the other hand constantly. Yet, both are almost equally popular.

[@indrinita]

yeah I'm really surprised they didn't bother to mention such an obvious success like Fenty.

[@efolinsky]

Fenty is owned by a parent company

[@ADK610]

Fenty is owned by kendo a sub-organization of LVMH. Which also own and produce KVD vegan beauty, marc jacobs beauty, bite beauty, ole henriksen and rare beauty. Fenty launched on the same day internationally in sephora, with crazy amounts of products/skus (note 40 shades of foundation). In comparison to KYLIE, she started by ordering a batch of lip-kits from a makeup factory to sell with a 5 employee company. Her company did not even own a proper website. They operate online by shopify and only shipped to the us and canada. The money she invested is microscopic compared to investments the beauty conglomerates made.

[@RosaPerez]

If they go back to a vintage but updated look I think they would be very successful.

[@lordjigglebottoms]

Rimmel, Revlon, and Almay are three brands that really need to get with the times.

[@mariavalentina3075]

I think Rimmel not, in my country (romania-europe) is still one of the most used makup brands, it's affortable and it has a lot of ads ! Like you can see ads on the social media, tv and so

[@itsaaronlolz]

especially almay they only make orange foundations 🥴

[@ajae...]

Almay is married to its "All American' blonde white woman image. I think now we can see that it's a working marketing that's not going anywhere. Rimmel will always be toy makeup to me.

[@AMcDub0708]

When I think of Revlon, I think of the 40-60 year old range. When I think of Elizabeth Arden, I think of the 60-80 year old range.

[@ZiaRDS]

2:43 She nearly snapped her neck to apply that perfume lol 😂😂😂

[@msjoycie]

She added quite a bit as well. Almost all but maced herself, I think.

[@paillette2010]

Fire and Ice is a good book about Revlon’s history. Also, Revlon in the 70’s at least and beyond, was always drug store. They did have an Ultima line that I saw in the US and UK that was dept store.

[@maureenshea4268]

No, Revlon was a department store brand in the 50’s, one of the few.

[@paillette2010]

@@maureenshea4268 I figured it was well before my time, but by the 70's it was very much drug store. Not sure when Ultima rolled out.

[@notanalien9041]

Western cosmetic and skincare products were no longer in trend for the past 5 years because of korean brands. Korean brands were more approachable and diverse in terms of innovations.

[@sct4040]

I love k brands for cleanser, oil cleansers, and sunblock. 👍 skincare are excellent. Not so much for cosmetics.

[@melaniaadelia9387]

Yes its good for skin care, but most of korean cosmetic colour arent match for other's countries

[@indrinita]

Except Korean cosmetics won’t get much traction in many western countries that have a lot of diverse women with skin colours other than “beige”. Makeup brands that continue to ignore women of colour as a force in the market do so at their own peril. The brands that will continue to stay relevant won’t ignore that market. Korean cosmetic products will be nothing more than niche outside of East Asia.

[@leonamay8776]

@@sct4040 their colours are great for me (a dark Fitzpatrick II, but olive / sallow skin. Most western foundations, powders etc are just so *pink* or orange! I can't wear those....). Their light coverage is perfect for natural looks. *but* I can see how this won't work for people with darker skin tones....

[@corneliastreets]

korean and japanese beauty products are amazing, especially blush and lip products but when it comes to shade range for complexions like foundation, concealer or even contour they fail. even for darker tones for their own people they don’t cater to because they want to push that their products can give them lighter skin.

[@swetasupkar3692]

My mom wore Revlon lipstick,liner and nail paint for her wedding...so the brand will always be somewhat special to me,hope the brand makes a comeback

[@alexandreviejo4599]

I’ve worn Revlon lipsticks for over a decade. They’re moisturizing, flattering, and easy to buy anywhere. I hope they don’t go under.

[@rosechardonnay5351]

Revlon still makes the best drugstore lipsticks hands down.

[@missyfrog1]

I would say it is a close call with NYX and NYX has a larger variety with formulation.

[@Orbitalaika]

@@missyfrog1 hi, I have seen NYX is made in China; then, I never doubt: I rather Revlon a thousand times. Lip superlustrous are one of their finest and satisfaction guaranteed products I love, plus many more, made in the U. S.

[@perfectfae3534]

@@beigeturtleneck7511 Omg! Yes! They are phenomenal!

[@AyngeMackay]

I had no idea Revlon was in dire straights, but I have to admit that in the last ten years they have underwhelmed me. This makes me sad because when I first started babysitting, making my own money and buying and using makeup (I was about 14), Revlon was pretty much IT for me (with Wet N Wild). I still remember my first eyeshadow palette: it was black with three pans and was refillable. So cool! And it was by Revlon. I've always been a big fan of their nail polish and lipsticks, and later of their ColorStay foundation which had my actual shade (a big deal when you are brown), and their ColorStay lipstick. Both of which I still use. I was angry when they discontinued the gel basecoat which was the best thing EVER. The Wonder Woman 1984 collection from last year was just sad. And why they bother making mascara is beyond me. It always sucks. I hope they get it together because I CANNOT STAND Kylie and her clan - they will NEVER get a penny of my money. I like makeup I can buy at my drugstore without breaking the bank. Revlon has some very good products and I will mourn if they go bust.

[@RebeDrawsStuff]

I hope Revlon is constantly reading the comments and taking notes. Some key points from most comments should be: - Vintage + Green Packaging just like the Besame brand does. - Get the company way more vintage influencers ASAP to promote the new presentation. - Improving formulas, especially when it comes to makeup that goes under the face masks such as lipsticks. Extra points if they also make their eyeliners waterproof. - For the love of whatever you think is sacred KEEP THE VINTAGE LIPSTICK AND NAIL POLISHES TONES. Extra points if the company bases some of their campaigns on women that have used their shades such as Audrey Hepburn, Sylvia Plath, etc with a twist of new faces and influencers. Also DO NOT consider that by changing the tones to "suit all skins" will improve the products. A lot of my friends and myself have different skin tones and we love this products just the way they are and I'm sure more women love these colors, however... - Focus on including new shades on their Colorstay foundation, especially for darker, yellowish toned and Latin American skins just to mention a small amount of an audience Revlon could focus on. - Don't let the quality decay. If needed then remove certain products that aren't selling at all instead. Also a lot of people seem to be very focused on cruelty free makeup so check how to switch the formulas to cruelty free without affecting or at least minimal side effects on the products. Once again: Reduce the options just a bit, focus on releasing products for other skin tones, keep the vintage stuff, focus on cruelty free and green packaging and preserve the quality.

[@SlightlySebastian]

I would buy Revlon if they were CRUELTY FREE.

[@amazingabby25]

I didn’t know, they weren’t thanks

[@Jade_902]

FYI any makeup sold in China is not cruelty free.

[@shanayamarie5642]

THANK YOU all the other comments don't acknowledge this

[@snowfoxxie]

Me toooooooo

[@QuestionEverythingButWHY]

“Extinction is the rule. Survival is the exception.” ― Carl Sagan

[@mycobacteriumtuberculosis6913]

What does that mean

[@samanthaanne348]

Bring back the lip butters.

[@AvecPoesie]

Amen!

[@MelloPumpkin]

I will scream if my rum raisin lipstick stops existing. Revlon has discontinued so many of their best products like their lip butters I have no idea what their leadership is thinking. Customers keep telling them to embrace their vintage style and they just keep ignoring them.

[@sct4040]

I still buy Revlon and L'oreal at the drugstore. Though I hate the price stickers. The store treats the products like junk and no woman likes to buy junky looking cosmetic. Nice packaging would help sales.

[@arielleung3917]

Seriously Revlon sounds like my grandma's thing...

[@PHlophe]

is your grannie 50 ?

[@sct4040]

What's wrong with that? They are priced reasonably and they are of good quality. Why buy fad? Why buy from "influencer"?

[@sup8668]

@@sct4040, like many other people said in the comments, revlon is overprice out of the US, not cruelty free, and their mica isn’t ethically sourced. Also not to mention they don’t have more than literally 5 shades of foundation. I just took a look at half the foundations on their website, and there are barely any shades (of foundation) for POC. The foundation shades barely touch into being “tanned.”

[@stellar783]

@@sct4040 I don’t care what name is on the products I buy as long as: *they’re practical or appealing in a certain way *they fit my skin tone *they’re affordable *the quality is satisfactory *their raw materials are sourced ethically If they happen to come from an influencer I respect then so be it (it’s not like there are many of those anyway)

[@snowkittten]

Revlon is just one of those that we forget about. I have never walked into a Walgreens for makeup and thought “I need to get my Revlon mascara and foundation”

[@Maya-sv1pz]

simple. the company "was" too big to fail. so the senior execs start to sleep on the job and hire sleepers while real talent slowly leave while spat on.

[@5DNRG]

Men running a beauty company seems counterintuitive...

[@FLdancer00]

I knew it! The Revlon spaces in every Ulta and CVS I've been in lately have been made smaller and aren't carrying their new items. I knew something was up.

[@victoriousinChrist]

Revlon should give up. No one goes to Ulta to buy Revlon! Just being honest. Anyone could easily walk into walmart if they want Revlon products. Women shop Sephora or Ulta to steer away from the Walmart, cheaper quality makeups.

[@mzfreddie]

When I think of Revlon I always think of a 80 year old grandma. Their branding has not aged well and I'm sure it doesn't help their sales.

[@mzfreddie]

@Saphyr S. Oh, watch out, we got angry boomer here!

[@tkmali]

​@Saphyr S. Apparently your intelligent, twelve year old crowd did not learn how to use punctuation.

[@indrinita]

@@tkmali funny how people harp on punctuation and grammar when they don’t have a single valid point or argument 🤡

[@kennedyjojackson1202]

@@mzfreddie She's so mad and for what? 💀 They need some serious rebranding

[@mzfreddie]

@@kennedyjojackson1202 If you look at the other replies she has on here they are all rage about people's criticism about Revlon. Just seems like its someone that can't accept times change, companies need to change to, and that some are going to die off if they don't. Honestly she just wants attention, I'm sure.

[@sciencevssara]

Never was a big Revlon fan, always preferred L'Oreal or Almay back when I still wore drugstore makeup, but in the early 2000s they had those Skinlights face illuminators and I remember wanting one so bad but my 15 year old self couldn't justify spending the $10 on it. Keep in mind this was well before all the highlighting rage in the mid-2010s, so that seemed pretty innovative for the time. I was also a big fan of the Illuminance creme eyeshadows. Those were my staple eye products until the Naked 2 came out and started the eyeshadow palette revolution.

[@justpassingthroughman]

As a lady who grew up in the 90s watching all of these makeup brands, Revlon is one I never felt a relationship with to some reason. Maybelline and CoverGirl however, those I would be sad to see go!

[@Genevieve1023]

Cover Girl just got a lot of new customers by making their entire brand cruelty free. Also making diverse foundation shades, and great mascaras and blushes.

[@trishs1450]

To me as a 90's kid, Revlon felt too ''grown up'' for me. I was more into Maybelline and L'oreal

[@clobberelladoesntreadcomme9920]

@@Genevieve1023 Funny thing about big companies jumping on the "diverse shades" trend is that it's killed brands that have been catering to black women for decades and were actually black owned. Ironic.

[@Genevieve1023]

@@clobberelladoesntreadcomme9920 Which ones are you talking about. The only black owned brands that I remember being in the drugstore, were Black Opal, Black Radiance and Iman Cosmetics. They're all still in business. Plus now there's Juvia's Place, The Beauty Bakery and Uoma Beauty at Ulta. Then there's Fenty, Lys and Pat McGrath at Sephora. Plus, JD Glow, Karity Cosmetics, The Lip Bar, and Mented, selling independantly on the internet. Those are just the black owned brands I could think of off the top of my head. Which ones got killed by POC having more foundation choices?

[@clobberelladoesntreadcomme9920]

@@Genevieve1023 I was thinking of Black Opal, Black Radiance and Fashion Fair, which my mother used for years, all brands that are struggling, FF is out of business I think. But then I started to think of all the ads I used to see in my parents old Jet and Ebony magazines and I wondered how many were black owned, how many still exist and if black cosmetics brands had suffered the same fate as many black businesses did after integration. Just a passing thought, I don't wear much makeup.

[@pennydls5073]

Ah yes, my grandma was a revlon girl.. and personally, I am too. Their lipsticks are soo luscious! I hate matte lipsticks

[@AvecPoesie]

Same! I loathe matte, the feel, the texture, the look...😖

[@AbnormalJustice]

Rhianna has entered the chat

[@notyou1178]

Even though revlon has lost its luster it is still a very well known brand and eventually will be considered vintage. So I’m going to save a few of their items and keep it as a keepsake for the future.

[@paillette2010]

Coty used to be a drugstore brand, now it’s only the name of the big conglomerates. Wonder if they hope to do that with Revlon.

[@Gabster1990]

Their lipsticks, nail polish, foundations and liquid eyeliner have been amazing but you can't just have those few items to make you stand out anymore. They need to improve their product range. Seriously, it's all about eyes especially during covid where people are going to see our eyes and you can't have sub par eye shadow and mascara (Revlon is know for having awful eyeshadow and mascara).

[@justbrowsing1278]

I absolutely adore Revlon’s Colorstay foundation! Can’t live without it!

[@chicagosusieq8548]

Revlon lipsticks and Colorstay foundation have been staples for years. I will definitely miss them.🥺

[@CDN1975]

I haven't bought Revlon since the 90's. They had great lipsticks back rhen. Gotta keep up with the times. These days your long-standing name and history isn't enough to survive.

[@xqueenfrostine]

They actually still have pretty good lipsticks. That’s the only thing I buy from them.

[@mahi93162]

wow this is sad, my mom loves the brand and I like some of their products too. I hope they stay in business

[@yolandaponkers1581]

I got so happy seeing my favorite band, the Pointer Sisters, in the ad!

[@lavoixdevelours]

This same thing has been going on with Almay too, which Revlon owns. They can’t seem to get either brand even with the times or launch fun products. Revlon’s main thing is lip products, but 2020 saw a decline with those.

[@AbsFabbs]

Are you saying I need to get a couple back ups for my fave face powder before it’s discontinued??

[@perfectfae3534]

Thank you sooo much for having subtitles available.

[@SummerofKittyLove]

Their Photoready Candid line is so great!!

[@kc2606]

Relvon's old fashion packaging brings me no joy, l don't even want to touch it in the store. I'm surprised cover girl and Max factor is still around in Australia too. Now L'Oréal is my favourite drug store brand, products are amazing and the packaging is really nice.

[@k213389]

Revlon had strong products about twelve years ago with the Colorstay foundation...it was one of the only drugstore foundations with a somewhat decent shade range. Their complexion products used to kind of stand out at the drugstore because the formulas were better than LOreal or Maybelline. They also used to have good mascaras as well. But they haven't innovated or found a way to stand out, and a lot of the products are just not as good anymore.

[@theodoreolson8529]

They spent decades convincing women they weren't attractive enough. The markup on cosmetics is criminal. No tears shed here at seeing their demise. The whole industry behind cosmetics...the products and surgery. preys on our insecurities and notions of what beauty should be.

[@georgplaz]

yes, my words. playing with emotions to make a profit, makes me want to throw up

[@BroAnarchy]

"Revlon lost its luster... " Rev- _who?_

[@geoffreycharles6330]

You woke up this morning and decided to speak FACTS

[@SweetJeopardy]

Their colorstay eyeliner automatic pencil is amazing! It's an exact dupe of Chanel's eyeliner. Aside from that, I haven't bought Revlon in a while.

[@voulathomacos-lagonas6133]

Revlon is a wonderful brand .....women should rediscover it.... it's fantastic

[@andysoriano7120]

As a gen z consumer I say they should: × Turn cruelty free. × Lean into brand's history as a vintage staple. (Change packaging) × Be refillable, be green. × Crazy colors in vintage refillables as a shock factor due to contrast. Also a plus for possible product personalization. × Become more inclusive with the brand's image not just showing BIPOC but different gender identities as well. (Think "vintage clothes not vintage values")

[@brigitteliu9915]

I still love Revlon despite not catching up to the trend now

[@NellyNutmeg]

They still have the best nail polish shade: vixen

[@melaniexoxo]

Cover Girl, Revlon, etc. is the next Westmore... most of these brands will die off when those that used it when they were at their peak die if that makes sense.

[@geoffreycharles6330]

Who's westmore? I was born in 1998.

[@elenapopovic2527]

@@geoffreycharles6330 lollll, back in the old hollywood days, Perc Westmore and family were some of the best known hollywood makeup artists along with Ben Nye etc. They launched westmore cosmetics and used to be successful. Their granddaughter (used to be a soap actress) now runs the company, but I think they only sell via QVC? I might be wrong on that. But yeah, they're not the major players they used to be, so the OP is proven very right by your comment.

[@Genevieve1023]

Cover Girl seems to be doing pretty well. People are talking about their mascaras, foundations and blushes. They went cruelty free and increased their complexion shades to adapt.

[@rhy8336]

Ron Perelman lookin like uncle Fester

[@AskMiko]

*Uncle Fester

[@freeinghumanitynow]

LOTS of these bald, puffer belly dudes running major companies. 🤔

[@ramilarai8591]

now I'm worried, might have to stock on my nail polish

[@kj3735]

I only purchase Revlon when I am feeling nostalgic for my 90’s make up I grew up with. Cherries in the Snow, Rose Teak, Coffee Bean, Revlon Red... I am reading they are not cruelty free or clean. That makes a big difference in where I spend my money as an adult.

[@kathyhenry2362]

I hope they don’t ‘die’. I love this brand! They should focus their energy on the Colorstay foundation because it holds up under a mask. Rehire Ashley Graham and focus on eyeshadow, liner and mascara. Bring back CHARLIE!!!! 🥰

[@zoe9210]

Unfortunately, they choose to sell in a country that requires imported cosmetics to be tested on animals.

[@Emgee78]

I didn't know it was this bad for Revlon, I like buying their Super Lustrous lipsticks.

[@joyphillips1821]

Revlon still makes great lipstick and nail polish. They should capitalize on that.

[@zoe9210]

unfortunately,they choose to sell in a country that requires imported cosmetics to be tested on animals.

[@milagrosgarcia6123]

I love, love Revlon 💘. I was upset when the MoonDrop Lipcolor Earthy was discontinued but I still continue to buy Revlon after 30 years. Please do not discontinued Revlon please, thank you

[@Caliboyk]

Fenty - Oh, Nah, Nah, What’s my name❔ 🗣 Rihanna 👀

[@MeredithMynroseUniversalHealer]

How do you spell Rihanna wrong tho

[@Caliboyk]

@@MeredithMynroseUniversalHealer - 😂 I turned auto correct off 🤭 Let me edit. Thank you 😊

[@indrinita]

@Saphyr S. wow you are all over these comments getting offended by people stating the market has changed and there are brands obviously beating out Revlon. Time to move it along grandma.

[@Genevieve1023]

@Saphyr S. Her luxury line is on hold. It was her newest brand. Savage x Fenty is actually expanding. Fenty beauty has had a successful launch with the powder foundation, and people are really looking forward to the tinted moisturizer.

[@marinaabbasi1171]

My favourite foundation of all time is: Revlon colour stay! It’s the absolute best for oily skin and stays put all day. 👍

[@m1975cl]

Could Revlon invest in their hair care line? Revlon made the best shampoo set called “outrageous “ I miss the smell. And now they have that blower hairbrush thingy, maybe they can move into hair a bit more. But always keep your foundations

[@mrs.lauren7726]

I'm 25 and honestly thought that brand only did hair stuff lol

[@raleemay]

When I dyed my hair I always used Revlon Colorstay dye. Lol