Cosmetics and beauty company Revlon Inc. is looking to make a marketing statement in the eyes of eCommerce shoppers as part of a larger reinvention push.
To do so, it’s getting a little help from a company that knows a thing or two about eCommerce: Amazon. Revlon will be stamping its name on 10 million Amazon shipping boxes, said Internet Retailer, to make an impression on eCommerce shoppers (especially the coveted millennial cosmetics market) as part of a campaign called the Love Project.
“Digital is so important to us as a company,” said Eunice Byun, vice president of global digital marketing. “That’s where the consumer is. That’s where she is talking to her friends, learning about new trends.”
As PYMNTS reported in December, the beauty industry has become ruled by millennials. Women between ages 18 and 34 are the main buyers, spending nearly $13 billion in the cosmetics industry each year. These shoppers do their research predominantly online and then take that knowledge to the stores to make their purchases.
Revlon reportedly aims to generate $5 billion in annual sales within the next five years, up from about $3 billion now. Fabian Garcia, president and CEO of Revlon, said the new brand-centric structure enables the company to leverage the strength of its iconic brands and better serve beauty consumers.
Last month, Revlon revealed a new organizational structure — focused on strategy — in attempts to stay competitive in the global beauty industry. Revlon shares rose 17 percent this year as the company began its reinvention strategy.
Along with an increased focus on digital commerce channels and social media, Revlon plans to expand from just makeup-type beauty products to include “color cosmetics, skin care, fragrance, hair color and hair care, beauty tools, men’s grooming products, antiperspirant deodorants and other beauty care products.”