Revlon SWOT Analysis

Following are the SWOT (Strengths, Weaknesses, Opportunities and Threats) of the Revlon.


• Revlon is the major player in cosmetics, skin care, fragrance and personal care products. It has long history of 75 years.

• Famous brand especially among the women’s.

• Despite of heavy debt and net losses from last few years. Product development is the main focus area for Revlon.

• Strong research and development.

• Revlon products are sold in more than 100 countries.

• Revlon 43 percent sales are from United States market.

• It has been supporting several health programs for Women.

• Advertising is one of the key areas for Revlon.

• Revlon aims to provide quality products.

• Distribution channels are well managed that the reason Revlon products are used in more than 100 countries of the world.


• Weak financial position due to net losses and heavy debts.

• Cutting down number of jobs reduce employee trust on the Company.

• Continuous changes in the Organizational Structure may impact the performance for employees.

• Besides advertising other marketing areas are the weak.


• Revlon is currently facing financial problems so joint ventures or partnership with other players in the industry may open the doors of new opportunities.

• Utilize all marketing methods to promote its products; it will help to boost the sales of the company.

• Develop products for male segment.


• Intense competition with major players of the industry including Procter & Gamble, Unilever, L’Oreal,

• Rapid changes in fashion may require heavy budgets for product development & marketing. Revlon has to find some financial assistance to support its operation to sustain its position in the industry.

• Revlon selling its products through websites but it haven’t made efforts to develop relations with the customers through online channels.

• Government instability and variation in exchange rate in few countries

• Focused towards woman segment.

One Response to “Revlon SWOT Analysis”

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