Revlon announces a complete structural reorganization

By Deanna Utroske contact

- Last updated on GMT

beauty and fragrance company Revlon announces reorganization

Related tags: Brand, Brand management, Revlon

In the interest of global growth and brand agility, the beauty and fragrance company has redesigned how brands, regions, and supporting departments work.

The big news is that Revlon’s business will be organized first according to brand. “This new brand-centric structure enables us to leverage the strength of our iconic brands, better focus on and serve beauty consumers, and quickly adapt to their changing behaviors and preferences,” ​Fabian Garcia, president and CEO of Revlon, explains.

“Aligned with our strategy, the new brand-centric structure better positions us to grow and win across categories, channels and geographies by delivering consistent, seamless and exceptional brand experiences, wherever and however our consumers shop for beauty,” ​Garcia adds.

An outline of the new organizational structure the company shared in a press release about the changes this week is just that, an outline. No explicit details about changes in leadership have been announced. Though the release does say that “the new organization design…assembles an experienced, passionate and talented leadership team that will help realize the combined organization’s vision and growth ambitions.”

Brands

With the aim of “building brand equity” ​Revlon has fixed four global brand teams: one for Revlon, one for Elizabeth Arden, one for Fragrances, and one for Portfolio Brands.

Revlon completed its acquisition of Elizabeth Arden​ in September of last year and at the start of 2017 began making cuts to make good on the all the saving that synergies between the two combined companies facilitated.

As Cosmetics Design reported​, the company’s SEC filing indicated that 350 positions were set to be eliminated—jobs not only in the Americas region, but throughout the global company. These cuts meant the biggest savings for Revlon, amounting to “approximately $40 million to $50 million of employee-related costs, including severance, retention and other contractual termination benefits,” ​as the company filing stated.

Regions

Secondary to the brand focus, Revlon has put what the company calls a “consumer-facing regional structure” ​in place. This level of the business will be focused on brand presence and global sales in each of five regions: North America, Latin America (and Mexico), Europe, the Middle East and Africa, and the Pacific (with Australia and New Zealand).

Departments

The last, but not least, tier comprises the company’s supporting departments. “In order to better support the new brand-centric and regional structures… Finance, Human Resources, Supply Chain, Research & Development, Legal, and Communications & Corporate Social Responsibility, will also reorganize their departments,” ​notes the company press release about the reorganization.

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