Revlon cuts a fine line

Published: 4-Oct-2006


Revlon has announced the cutting of 250 jobs and its recently launched Vital Radiance in an attempt to re-achieve profitability at the company.

This follows the replacement of Revlon president and ceo Jack Stahl with the company’s chief financial officer David Kennedy, one week previously.

The job cuts amount to roughly 8% of Revlon’s total workforce, while the Vital Radiance line, aimed at women over 50, was heavily promoted upon its launch in March this year.

Shares in Revlon have fallen 60% in 2006 and the company is said to be struggling with debt load and increasingly fierce competition from L’Oréal brand Maybelline and P&G’s Cover Girl.

It had been hoped the Vital Radiance line would help herald a reversal in fortunes but retail performance has been so poor that the company now feels the best course of action is to discontinue the line.

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