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

 
• By Ryan Nelson

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.

Revlon Inc. is working with mass retail partners to revitalize the channel following a fiscal 2016 fourth quarter in which it saw a pronounced purchasing shift to specialty beauty and e-commerce.

President and CEO Fabian Garcia discussed Revlon’s evolving retail strategy, ongoing integration of Elizabeth Arden and plans for an Almay...

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