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Revlon Business Initiatives To Expand Operating Margins To 14%

This article was originally published in The Rose Sheet

Executive Summary

Revlon is entering a new business phase where top and bottom line initiatives are expected to improve the cosmetic marketer's operating income margins from 4% in 2003 to appoximately 14% in the next three to five years, President and CEO Jack Stahl said during an analyst meeting in New York City Feb. 18

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Revlon appoints Arnell Group to oversee creative and media planning aspects of advertising for the brand, firm announces May 9. Omnicom Group subsidiary also will "act as a strategic partner for other aspects of Almay's marketing plan including promotional, interactive and retailer programs," Revlon notes, adding the agency is "renowned for integrating global brand platforms with holistic marketing strategies." Company launched an ad campaign featuring Elaine Irwin-Mellencamp last year to revitalize the Almay brand (1"The Rose Sheet" Feb. 23, 2004, p. 7)...

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