Revlon To Relaunch Almay While Working With Mass Retailers To Lure Shoppers Back

With consumers defecting at accelerating rates to specialty retail and e-commerce platforms, Revlon has been meeting with US retailers to discuss strategy for drawing consumers back to the mass channel. The firm plans to relaunch Almay in the second half of fiscal 2017, among other initiatives aimed at improving its North American business and forming stronger connections with younger consumers.