Fabian Garcia – President and CEO
Online marketing strategy
“In addition to winning in mass retailers we need to ensure we’re capturing our fair share of growth online and in other fast growing channel. In February, the Revlon brand teamed up with Amazon behind an innovative campaign which features co-branded shipping boxes and a social activation campaign that invites consumers to share their personal views on what love means to them in three words, #loveinthreewords. Revlon is the first beauty company to execute a program like this with Amazon. Another key priority is to continue to enhance our digital capabilities and relevance to consumers particularly millennials. In January to broaden Revlon’s social reach and digital relevance we announced the signing of Gwen Stefani as our new global brand ambassador and four new digital influencers”
Switched from channel based to brand based org
“Yeah. I think as we have shifted from channel based organization to a brand based organization, we are now in a position to leverage our combined portfolio with some of these specialty beauty retailers to a degree that we couldn’t before. There is one of these retailers that is literally the confluence of professionals, prestige and mass.”
Today the consumer is everywhere
“This is indicative of three things. One, our intent to make our brand stronger by investing more behind them in brand support, but allocating more of that brand support to the channels that matter. Today, the consumer is everywhere, so you cannot just be on TV or print or more traditional advertising, you need to be more active digitally. So we’re investing a lot more digitally as a percent of our total investment and in 2017, our commitment is to increase the support behind the brand as we’re having their content to show to our consumers. And the last thing that I believe this is indicative of is greater activity to drive to e-commerce.