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Revlon To Relaunch Almay While Working With Mass Retailers To Lure Shoppers Back

This article was originally published in The Rose Sheet

Executive Summary

With consumers defecting at accelerating rates to specialty retail and e-commerce platforms, Revlon has been meeting with US retailers to discuss strategy for drawing consumers back to the mass channel. The firm plans to relaunch Almay in the second half of fiscal 2017, among other initiatives aimed at improving its North American business and forming stronger connections with younger consumers.


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