Shiseido Americas picked up RéVive Luxury Beauty in the summer of 2016 as part of its acquisition of Gurwitch Products, as Cosmetics Design reported.
At the time Marc Rey, president and CEO of Shiseido Americas, commented that “RéVive, with its proven restorative formulas and use of technologies, is a terrific fit with Shiseido’s skincare heritage.”
Now the company sees it differently. This week Rey explained, “RéVive is a wonderful skincare brand. We are confident it will be well supported by Tengram while Shiseido focuses on continuing growth across our strategic portfolio of brands and businesses.”
A notice of transfer published on the company site Monday, explains Shiseido America’s reason for selling off RéVive more thoroughly: “The Shiseido Group has been promoting a selection and concentration strategy in order to enhance its brand portfolio across the globe under its mid- to long-term business strategy VISION 2020, with which the company aims to ‘Be a Global Winner with Our Heritage.’
“Shiseido is focused on driving global growth across its prestige beauty businesses, and in the Americas region, the company has already taken various measures to enhance the prestige portfolio, such as investment concentration for NARS and bareMinerals, as well as the acquisition of Laura Mercier in the makeup category.
“The company also prioritizes SHISEIDO and clé de peau BEAUTÉ in the skincare business and Dolce&Gabbana in the fragrance business.
“While pursuing this selection and concentration strategy, Shiseido received an offer from Tengram Capital, and after thorough review, we arrived at the conclusion that transferring the brand to Tengram Capital would be an excellent opportunity for RéVive as Shiseido continues to further refine its focus and portfolio.”
The transfer is expected to be complete within the month.
Next for RéVive
Tengram’s current operating advisor Elana Drell Szyfer, who has previously served as CEO of Laura Geller New York and held executive brand posts at Lancôme and Estee Lauder, will be in charge of RéVive Luxury Beauty. The brand will be run as a stand-alone business with headquarters in New York City.
Brand leadership will also include John Elmer as CFO and COO and Mary Rodrigues as SVP of marketing and ecommerce.
“RéVive has always been known for the quality and efficacy of its products. Its performance and positioning is well poised to appeal to a discerning skincare consumer domestically and internationally via both current and new channels of distribution,” Szyfer say in a media release circulated by Tengram. “Finding a brand like RéVive is rare – we are extremely excited about the opportunity to partner with the existing team, partners and of course, Dr. Brown.” (Dr. Brown is brand founder Dr. Gregory Bays Brown.)