Redesign of existing Cutex products lined up, as well as expansion into new categories
Revlon has bought the international businesses of nail care brand Cutex from Coty, reunifying the brand under one parent company.
Cutex’s international operations are dominated by Australia and the UK. It is hoped that by bringing Cutex back under one umbrella the brand will be in a position of greater strength. Revlon revealed that it plans to redesign the existing Cutex range to “enhance consumer appeal” and expand the portfolio into new product categories.
Cutex, which is credited as the inventor of liquid nail polish dating back to 1917, manufactures a wide variety of removers today in multiple formats including pads and liquids, as well as those packaged in jars and special gel polish removers.
Gianni Pieraccioni, Executive Vice President and COO of Revlon, said: “With this acquisition, Revlon continues to enhance our global brand portfolio and it provides us with a springboard to grow the Cutex brand worldwide. We are excited to complete the global consolidation of the Cutex brand, as this will enable us to optimise the brand’s full potential.”
Patrice de Talhouët, Coty’s EVP and Chief Financial Officer, added: “As recently announced, Coty aims to rationalise its portfolio by focusing on fewer brands to drive a higher growth and better quality business, transforming Coty into a new global leader and challenger in the beauty industry. Coty’s sale of these Cutex businesses is another step towards our strategy. Coty will continue to drive its leadership in the consumer and salon nail category as a key part of its growth strategy, however the Cutex business was not a focus-brand for Coty.”