Cosmetics company Revlon has merged its global ad business with WPP, appointing Grey as its creative agency and retaining MediaCom for its media planning and buying duties worldwide.
Jim Heekin, Grey’s global CEO, wrote in an internal memo to that the agency will offer integrated communications services including traditional and digital advertising, as well as promotion and activation marketing, reported Adweek.
In a memo to Revlon employees, president and CEO Fabian Garcia wrote that WPP’s New York headquarters will be responsible for the business and will handle brands including Revlon, Elizabeth Arden, Elizabeth Taylor and Cutex. Garcia also noted Grey’s established experience in the beauty field, having handled P&G’s Pantene for nearly 30 years and managing Herbal Essences’ global creative duties in 2016.
In 2016, Revlon garnered US$2.3 billion in net sales, with the majority coming from colour cosmetics (43%), followed by hair care (23%), fragrance (17%), beauty (13%) and skin care (4%). More than half of its sales came from North America (58%), while 42% came from international markets.
Revlon’s consumer products raked in US$1,389.8 million, a drop from the US$1,414.8 million it brought in last year, while Revlon professional’s earnings increased from US$471.1 million in 2015 to US$476.5 last year. Its beauty brand, Elizabeth Arden, accumulated US$441.4 million in net sales after being acquired by Revlon in 2016.