The long-time period, exclusive global partnership with MDR Manufacturer Management will focus on growing Revlon Buyer Goods Corporation’s flagship mega brands Revlon and Elizabeth Arden. This growth would be reached through different brand name extensions – new product launches, broader retail get to, and fresh new customer engagement tasks, among other folks – some of which would be intended to get Revlon and Elizabeth Arden beyond their main reaches.
“This is not growth for expansion sake it is enlargement to develop substantial long-expression profits,” explained Daniel Avener, CEO of MDR Brand Management.
“…Brand owners glance to brand name extension for distinctive causes. Typically, top rated of the listing is income due to the fact this is revenue that goes to the bottom line. But [this is] a considerably, a great deal broader strategic play about producing new buyer touchpoints, most likely in distinctive retail stores or in unique geographies,” Avener informed CosmeticsDesign-Europe.
MDR Model Management was “extremely pleased” to welcome the Revlon and Elizabeth Arden brands into its international portfolio and start out refining options in the coming months and months.
EMEA push? Uk, France, Germany and UAE critical elegance markets
While the brand extension system would have world attain, Avener stated the EMEA region was an “extremely important” section of programs.
“I would contact out a couple vital markets like the British isles, France, Germany and the UAE,” he explained. “And, fundamentally, people markets will have somewhat varying techniques based mostly on the geographical environment, financial environment, and retail natural environment.”
In the UAE, for illustration, he reported emphasis could skew a lot more in the direction of experiential activations offered searching and customer tendencies in this market as opposed to Europe.
Irrespective of what enlargement appeared like on a community level, he mentioned any brand extension would adhere to the “global resonance” Revlon and Elizabeth Arden have been recognized for in magnificence.
New product or service launches and brand principles less than the partnership would likely start off to arrive to fruition by Q4 2021, Avener stated, subject matter to the ecosystem outlined by the ongoing COVID-19 crisis.
So, what might these manufacturer extensions appear like? They could acquire on many forms, he explained, these as a Revlon salon or spa to faucet into growing men’s grooming and magnificence requires or an experiential electronic platform for further shopper connections.
“The brand name management, brand name extension and licensing product is a specifically productive strategy, primarily by means of the financial moments we’re heading via for the reason that we can develop an asset-light option (…) to grow their brand geographically.” Goods could also be made in additional charge-helpful approaches to deliver sustainable, long-time period advancement, he said.
Importantly, he claimed any new item launch, manufacturer thought or extension would completely align with the sustainable values of Revlon – guaranteeing sustainability was upheld from the starting to finish of the supply chain.
Nonetheless area for elegance progress regardless of competitive COVID-19 current market
And this enlargement travel came at a especially well timed second, Avener reported, as natural beauty manufacturers worldwide invested seriously in innovations, merchandise enhancement and deepening purchaser make contact with by the COVID-19 disaster.
“If you look at the pandemic and glimpse at magnificence as a category, alongside with the likes of food items and beverage, it has not only survived the pandemic but it’s actually thrived through this lockdown time period,” he said.
Requested if it was far too competitive in beauty for Revlon to attempt a deeper world wide model drive, he reported: “There’s surely been fragmentation of the current market with much more startup brands and makes that are getting pushed by influencers, and I believe that only adds fuel to further more progress. When you’re dealing with major, world wide brand names that have been all-around and in the consumer psyche for these types of a prolonged time, that gives us with an possibility to innovate and really attack the market with some wonderful new products improvements outdoors of what every single brand in identified for.”
Despite a rise in elegance innovation this past yr, he explained there was a lot of room for beauty makes to “exist or co-exist”.
“…Delivering sustainable expansion for the extended-phrase is important. So, this is not a short-time period advertising, it truly is a very long-term strategic enjoy for prolonged-term partnerships, setting up shopper connections at retail or on the internet or through experiential, and offering sustainable income for the brand.”
Martine Williamson, world wide chief marketing and advertising officer at Revlon, reported: “We are delighted to welcome MDR Manufacturer Management and their prosperity of encounter in just the beauty place. MDR is very well suited to assistance us in acquiring rewarding new merchandise categories by way of their solid and important connections with licensees globally, and in delivering sustainable advancement outside the house of our core products portfolio.”