Revlon confirms acquisition of One Direction fragrance company

By Simon Pitman

- Last updated on GMT

Revlon confirms acquisition of One Direction fragrance company

Related tags Marketing

Revlon has increased its global footprint with the acquisition of UK fragrance management company CBBeauty, which also includes distributor SAS & Company.

CBBeauty distributes and markets perfumes and beauty products under the One Direction brand in more than 80 countries around the world, as well as providing international sales, marketing and strategic services to a number of other celebrity and fashion fragrance brands.

The company has grown off the back of the success of UK pop band One Direction, which has topped the charts in almost all major countries, giving way to a significant market for a range of branded goods that are snapped up by fans.

Revlon gets control of important brands

Through the SAS Company distribution network, Revlon will be in control of the distribution and marketing of perfumes and beauty products from a broader portfolio, that also includes One Direction.

The other brands include British fashion house Burberry and Rihanna, while the company is also the licencess for UK artists Little Mix and Cheryl.

Revlon has also confirmed that the CBBeauty and SAS businesses will continue to operate as anindependently managed division within Revlon, under the leadership of Corrado Brondi, the existing CEO of CBBeauty.

Revlon believes acquisition is a platform for growth

Likewise, it has also been finalized that Shelley Smyth will continue in the newly formed division as CEO of SAS & Company.

Lorenzo Delpani, CEO of Revlon, said he believed the acquisition would serve to provide the company with ‘a business and people platform for significant growth in the global fragrance business’.

Brondi added his belief that the partnership with Revlon would “…accelerate the growth of our business, by leveraging Revlon’s significant capabilities and resources, while keeping an independent management and remaining true to our motto ‘big enough to matter and small enough to care’.”

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