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Revlon turns to MDR Brand Management for global brand extension partnerships

Posted on 8 February 2021

Revlon Consumer Products Corporation has appointed MDR Brand Management to lead new brand extension opportunities for the Revlon and Elizabeth Arden brands around the world. In North America, MDR will be working with their existing associate partner, Brand Activation Consulting. Building on Revlon’s bold, and innovative brand DNA, MDR has identified key strategic growth platforms, for both women and men, that align with Revlon’s commercial ambitions, retain core consumers and recruit trend beauty enthusiasts. MDR will work closely with Revlon to develop innovative and trend-led brand extension programmes that are impactful on a global scale, and that build on Revlon’s equity in colour cosmetics and Elizabeth Arden’s high-performance skincare technologies. MDR plans to turn to technology, digital and experiential to develop new channels and new ways of consuming both brands. Through new product development, MDR will incorporate a broader sustainable approach from concept to shelf, when it comes to ingredient usage, sourcing and packaging solutions.

Daniel Avener, CEO of MDR Brand Management commented: "The Revlon brands are an exciting and complementary addition to MDR’s global brand portfolio, and we are delighted to be working with such iconic and revolutionary beauty brands. Their notable international presence gives way for innovative products, formats and formulations, direct-to-consumer relationships and experiential opportunities.’’

Martine Williamson, Global CMO at Revlon added: ‘’We are pleased to welcome MDR Brand Management and their wealth of experience within the beauty space. MDR is well suited to support us in developing profitable new product categories through their strong and valuable connections with licensees globally, and in delivering sustainable growth outside of our core product portfolio.’’

About MDR Brand Management
MDR Brand Management is an award-winning brand management business that helps to protect and build commercial value for brands across the world. Opened in September 2018, it is the first brand management business to be launched by a leading law firm in the UK, Mishcon de Reya.

About Revlon
Revlon has developed a long-standing reputation as a color authority and beauty trendsetter in the world of color cosmetics and hair care. Since its breakthrough launch of the first opaque nail enamel in 1932, Revlon has provided consumers with high quality product innovation, performance and sophisticated glamour. In 2016, Revlon acquired the iconic Elizabeth Arden company and its portfolio of brands, including its leading designer, heritage and celebrity fragrances. Today, Revlon’s diversified portfolio of brands is sold in approximately 150 countries around the world in most retail distribution channels, including prestige, salon, mass, and online.

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