Revlon In COVID-19 Tailspin; E-Commerce, At-Home Beauty Provide Lifts
At-home nail and hair care and e-commerce were bright spots in a numbing second quarter for Revlon, which was hit hard by mass retail and salon channel closures at a time of ongoing transformation.
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In the current economy, e.l.f.’s value messaging is resonating with new consumers, contributing to an 8% jump in its fiscal 2021 first-quarter sales. The company expects continued volatility, but is optimistic about its robust digital game, growing skin-care clout and a newly announced partnership with Alicia Keys that it says will yield much more than “just another celebrity beauty line.”
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Revlon’s new PhotoReady Prime Plus Primers include a Perfecting + Smoothing variant boasting the “EWG Verified” seal. Meanwhile, P&G’s Herbal Essences has extended its own use of EWG credentials. The developments signal increasing industry openness to partnering with a longtime rival in the interest of bolstering confidence and winning fresh business in today’s hazard-averse consumer climate.