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Revlon
Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932.
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History
Revlon was founded in the midst of the Great Depression, 1931, by Charles Revson and his brothers Joseph and Joel Roberts, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name. Starting with a single product — a new type of nail enamel — the three founders pooled their resources and developed a unique manufacturing process. Using pigments instead of dyes, Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started selling the polishes in department stores and drug stores. In six years, the company became a multimillion dollar organization. By 1940, Revlon offered an entire manicure line, and added lipstick to the collection. During World War II, Revlon created makeup and related products for the U.S. Army, which was honored in 1944 with the Army-Navy "E" Award for Excellence.
By the end of the war, Revlon was listed as one of America's top five cosmetic houses. Expanding its capabilities, the company bought Graef & Schmidt, a cutlery manufacturer seized by the government in 1943 because of German business ties. This acquisition made it possible for Revlon to produce its own manicure and pedicure instruments, instead of buying them from outside supply sources.
In November 1955, Revlon went public. The IPO price was $12 per share, but it reached $30 per share within 8 weeks.
In the 1960s, Revson segmented Revlon Inc into different divisions, each focusing on a different market. He borrowed this strategy from General Motors. Each division had its own target customer: * Revlon, the largest and most popular-priced brand * Princess Marcella Borghese, upscale/international * Ultima II, premium * Natural Wonder, juniors * Moon Drops, dry skin * Etherea, hypo-allergenic
In 1957, Revlon acquired Knomark, a shoe-polish company, and sold its shoe-polish line Esquire Shoe Polish in 1969. Other acquisitions, such as Ty-D-Bol, the maker of toilet cleansers, and a 27 percent interest in the Schick electric shaver company were soon discarded. Evan Picone, a women's sportswear manufacturer which came with a price tag of $12 million in 1962, was sold back to one of the original partners four years later for $1 million. However, the 1967 acquisition of U.S. Vitamin and Pharmaceutical Corporation made Revlon a leader in diabetes drugs.
The company began to market its products overseas at the end of the 1950s. By 1962, when Revlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico, and Asia. Revlon's entrance into the Japanese market was typical of its international sales strategy. Instead of adapting its ads and using Japanese models, Revlon chose to use its basic U.S. advertising and models. Japanese women loved the American look, and the sales for 1962 came to almost $164 million.
In 1968, Revlon introduced Eterna27, the first cosmetic cream with an estrogen precursor called Progenitin (pregenolone acetate), as well as introducing the world's first American fashion designer fragrance, Norman Norell. Later, Revlon launched Braggi and Pub for men, and a line of wig maintenance products called Wig Wonder.
In 1970, Revlon acquired the Mitchum line of deodorants.
In 1973, Revlon introduced Charlie. Geared to the under-30 market, Charlie model Shelley Hack in Ralph Lauren clothes, personified the independent woman of the 1970s. This was the first perfume ad to feature a woman wearing pants. Charlie raised Revlon's net sales figures to $506 million for 1973 and almost $606 million the following year. Shelley Hack appeared on Oprah in 2007 to talk about the power of these Charlie print and commercial ads. Their follow-up fragrance, Jontue, became the number two best seller.
In 1973, model Lauren Hutton signed an exclusive modeling contract, agreeing to pose for Revlon's Ultima line for $400,000 for two years. She was featured on the cover of Newsweek for this ground-breaking cosmetics contract.[3] Additionally, famed photographer Richard Avedon was signed on as the exclusive photographer for the brand - another cosmetics industry first.[4]
In 1975, Charles Revson died. Michel Bergerac, who Revson had hired as President of the company, continued to expand the company holdings. Revlon acquired Coburn Optical Industries, an Oklahoma-based manufacturer of ophthalmic and optical processing equipment and supplies. Barnes-Hind, the largest U.S. marketer of hard contact lens solutions, was bought in 1976 and strengthened Revlon's share of the eye-care market. Revlon purchased Armour Pharmaceutical Company, a division of Armour and Company, from The Greyhound Corporation in 1977. Other acquisitions included the Lewis-Howe Company, makers of Tums antacid in 1978. These health-care operations helped sales figures to pass the $1 billion mark in 1977, bringing total sales to $1.7 billion in 1979.
In the mid-1980s, Revlon lost ground to Estée Lauder. Estee Lauder spent millions of dollars on numerous magazine ads featuring Czech supermodel Paulina Porizkova, shot by famed Chicago fashion photographer Victor Skrebneski. Revlon's share dropped from 20 percent to 10 percent of department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell's Cover Girl brand. Revlon compensated with more acquisitions; Max Factor, Ellen Betrix,Charles of the Ritz, Germaine Monteil, Almay, Fermodyl, Lancaster, Aziza, and Halston. The 1977 acquisition of Carlos Colomer, a Spanish professional beauty supply distributor, brought Fermodyl and Roux and helped introduce Revlon to the world of ethnic care: Creme of Nature, Realistic, Lovely Color and Milk and Honey. In 1983 the company attempted an unsuccessful hostile takeover of Gillette. In 1989, Revlon became one of the first companies to replace animal tests with alternative safety testing methods.[5]

Revlon counter in New Zealanddepartment store Farmers
On November 5, 1985, at a price of $58 per share, totaling $2.7 billion, Revlon was sold to Pantry Pride (later renamed to Revlon Group, Inc.), a subsidiary of Ronald Perelman's MacAndrews & Forbes. The buyout—engineered with the help of junk bond king Michael P. Milken—saddled Revlon with a huge $2.9 billion debt load, which became an albatross around the company's neck for years to come. Pantry Pride Inc. offered to buy any or all of Revlon's 38.2 million outstanding shares for $47.5 a share when its street price stood at $45 a share. Initially rejected, he repeatedly raised his offer until it reached $53 a share while fighting Revlon's management every step of the way. Forstmann Little & Company swooped in at $56 a share, a brief public bidding war ensued, and Perelman triumphed with an offer of $58 a share. Perelman paid $1.8 billion to Revlon's shareholders, but he also paid $900 million of other costs associated with the purchase.[6] Perelman had Revlon sell four divisions: two for $1 billion, the vision care division for $574 million, and the National Health Laboratories division which became a publicly owned corporation in 1988. Additional make-up lines were purchased for Revlon: Max Factor in 1987 and Betrix in 1989, later sold to Procter & Gamble in 1991. Also in 1991, Revlon sold the Clean & Clear brand to Johnson & Johnson.
In March 2011, Revlon acquired Mirage Cosmetics; makers of Sinful Colors nail products.
In August 2013, Revlon Consumer Products Corp. bought the Colomer Group from CVC Capital Partners, a private equity firm, for $660 million.
After suffering business loss in 2011 and 2012, at the end of 2013, Revlon announced that it will exit the Chinese market, which employs 1,100 people. The business in China accounted for just 2 percent portion of net sales of Revlon's international operations.[10]
On November 1, 2013, Revlon named Lorenzo Delpani as President and CEO
Ronald Owen Perelman
Ronald Owen Perelman (born January 1, 1943) is an American businessman and investor. Through his company MacAndrews & Forbes Holdings Inc., he has invested in various companies with interests that encapsulate groceries, cigars, licorice, makeup, cars, photography, television, camping supplies, security, lottery, jewelry, banks, and comic book publishing. Perelman annually is one of the world's largest philanthropic donors. As of 2012, Perelman is the 26th richest American, and 69th richest person in the world, with an estimated wealth of $14 billion.[3
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Early life
Perelman was born in Greensboro, North Carolina on January 1, 1943, the son of Ruth (née Caplan) and Raymond G. Perelman.[4][5] He was raised in a Jewish family.[6] Raymond was an accomplished businessman in his own right. Along with his father and brother, he controlled the American Paper Products Corporation. Raymond eventually left the company and bought Belmont Iron Works, a manufacturer of structural steel.
From his father, Perelman learned the fundamentals of business. By the time Ronald turned eleven years old he regularly sat in on board meetings of his father's company. Raymond was a rough teacher, harshly criticizing Ronald for even the slightest misstep. A 2006 article published in the Forbes 400 discusses their relationship in detail.
Perelman attended Cheltenham High School (C'60) and then the Wharton School of the Pennsylvania where he followed in his father's footsteps and majored in business. He graduated in 1964 and completed his master's in 1966.
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Business career
Belmont Industries
Perelman's first major business deal took place in 1961 during his freshman year at the Wharton School at the University of Pennsylvania. He and his father bought the Esslinger Brewery for $800,000, then sold it three years later for a $1 million profit.
Throughout Perelman's tenure at the Belmont Iron Works (later renamed Belmont Industries) he assisted his father on many other deals, earning millions of dollars in the process. Their general strategy was one Perelman would follow for the rest of his life: Purchase a company, sell off superfluous divisions to reduce debt and generate profit, bring the company back to its core business, and either sell it or hang onto it for cash flow. In 1978, twelve years after Perelman formally joined Belmont Industries, he was the vice president but he still strove for more power and influence in the company. Raymond told him that he had no intention of stepping down anytime soon. Perelman resigned and moved to New York. The two barely spoke to one another for the next six years.
On his own
He orchestrated the purchase of Cohen-Hatfield Jewelers in 1978, his first deal as an independent investor free of his father's influence. He recognized the enormous value of Hatfield's mismanaged jewelry cache and bought control of the company with a $1.9 million loan from his wife, Faith Golding. Within a year, Perelman had sold all of company's retail locations and reduced the company to its lucrative wholesale jewelry division, earning him $15 million.
His next target was MacAndrews & Forbes, a distributor of licorice extract and chocolate. The management and investors repeatedly rebuffed his efforts to purchase the company and filed an unsuccessful lawsuit to prevent the acquisition, but Perelman prevailed. That his father had tried and failed to acquire it 10 years earlier made his success particularly sweet.
MacAndrews & Forbes has become a holding company with interests in a diversified portfolio of public and private companies. Wholly owned by Perelman, who is chairman and chief executive officer, MacAndrews & Forbes invests in companies with strong market positions, recognized brands and growth potential. Current holdings include participants in a range of industries, from cosmetics and entertainment to biotechnology and military equipment, including AM General, Deluxe, Fanueil, Revlon, Scientific Games, SIGA Technologies and TransTech Pharma.
He has done dozens of deals with Revlon Corporation, thrifts for $315 million and renamed it First Gibraltar Bank, Coleman Company, Sunbeam Products, and New World Entertainment. He formerly owned Marvel Entertainment Group.
The story of Perelman's Marvel adventures were caricatured in Titans of Finance by R.Walker and Josh Neufeld, a comic book collaboration between a cartoonist and a finance columnist, which casts Wall Street executives and traders as heroes and villains. The lead story features Perelman, with Mike Vranos, Al Dunlap, and Victor Niederhoffer among those included.
Morgan Stanley
On February 17, 2005, Perelman filed a lawsuit against Stanley. Two facts were at issue: Did Morgan Stanley know about the problems with Sunbeam and was Perelman misled? During the discovery phase, the judge became exasperated with what she perceived as deliberate stonewalling on the part of Morgan Stanley and ordered the jury to assume Morgan Stanley deliberately and knowingly defrauded Perelman. Hobbled, Morgan Stanley had no choice but to argue that Perelman was too savvy an investor to have fallen for their transparent tricks. After a five-week trial, the jury deliberated for two days, found in favor of Perelman, and awarded him $1.45 billion. The damages stung particularly because Morgan Stanley passed up Perelman's offer to settle the case for $20 million. Morgan Stanley maintained that the court case was improperly decided, citing the judge's decision to use Florida law over New York law and her decision to order the jury to consider Morgan Stanley guilty before the trial began. In 2007, the courts of appeal reversed the judgment. The judges' declared Perelman hadn't provided any evidence showing he'd suffered any actual damage as a result of Morgan Stanley's actions. Perelman appealed, but found himself shot down by the Florida Supreme Court who dismissed it in a 5–0 decision. Undeterred even after that setback, Perelman went back to the trial court and asked for the case to be reopened because the hiding of email evidence was "a classic example of fraud on the court". The trial court rejected his arguments, but as of January 2009, he is beseeching Florida's 4th Circuit to reopen the case.
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Personal life
Marriages
Perelman has been married five times. He married Sterling Bank heiress Faith Golding in 1965 and they divorced in 1984. His marriage to gossip columnist Claudia Cohen lasted from 1985 to 1994. He wed socialite Patricia Duff in 1995 and divorced in 1996. He was married to actress Ellen Barkin from 2000 to 2006.On October 13, 2010; Perelman married Dr. Anna Chapman, a Harvard-educated psychiatrist.
Photo gallery

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