Revlon, Inc. conducts its business exclusively through its direct wholly-owned operating subsidiary, Revlon Consumer Products Corporation (“Products
Corporation”) and its subsidiaries. Revlon, Inc. is a direct and indirect majority-owned subsidiary of MacAndrews & Forbes Holdings Inc.
(“MacAndrews & Forbes Holdings” and together with certain of its affiliates other than the Company, “MacAndrews & Forbes”), a corporation
wholly-owned by Ronald O. Perelman.
The Company’s vision is glamour, excitement and innovation through high-quality products at affordable prices. The Company operates in a single
segment and manufactures, markets and sells an extensive array of cosmetics, women’s hair color, beauty tools, anti-perspirants/deodorants,
fragrances, skincare and other beauty care products. The Company is one of the world’s leading cosmetics companies in the mass retail channel (as
hereinafter defined). The Company believes that its global brand name recognition, product quality and marketing experience have enabled it to
create one of the strongest consumer brand franchises in the world.
The Company’s products are sold worldwide and marketed under such brand names as Revlon, including the Revlon ColorStay, Revlon Super Lustrous
and Revlon Age Defying franchises, as well as the Almay brand, including the Almay Intense i-Color and Almay Smart Shade franchises, in cosmetics;
Revlon ColorSilk in women’s hair color; Revlon in beauty tools; Mitchum anti-perspirants/deodorants; Charlie and Jean Naté in fragrances; and
Ultima II and Gatineau in skincare.
The Company’s principal customers include large mass volume retailers and chain drug and food stores (collectively, the “mass retail channel”) in
the U.S., as well as certain department stores and other specialty stores, such as perfumeries, outside the U.S. The Company also sells beauty
products to U.S. military exchanges and commissaries and has a licensing business pursuant to which the Company licenses certain of its key brand
names to third parties for complementary beauty-related products and accessories in exchange for royalties.
The Company was founded by Charles Revson, who revolutionized the cosmetics industry by introducing nail enamels matched to lipsticks in fashion
colors over 75 years ago. Today, the Company has leading market positions in a number of its principal product categories in the U.S. mass retail
channel, including color cosmetics (face, lip, eye and nail categories), women’s hair color, beauty tools and anti-perspirants/deodorants. The
Company also has leading market positions in several product categories in certain foreign countries, including Australia, Canada and South Africa.
Cosmetics — Revlon: The Company sells a broad range of cosmetics under its flagship Revlon brand designed to fulfill consumer needs, principally
priced in the upper range of the mass retail channel, including face, lip, eye and nail products. Certain of the Company’s products incorporate
patented, patent-pending or proprietary technology. (See “New Product Development and Research and Development”).
The Company sells face makeup, including foundation, powder, blush and concealers, under the Revlon brand name. Revlon Age Defying, which is
targeted for women in the over-35 age bracket, incorporates the Company’s patented Botafirm ingredients to help reduce the appearance of lines
and wrinkles. The Company’s new Revlon Age Defying Spa foundation and concealer were introduced for 2009 to instantly revitalize and brighten,
while protecting against the appearance of fine lines. The Company also markets a complete range of Revlon ColorStay liquid and powder face
makeup with patented long-wearing ingredients and SoftFlex technology for enhanced comfort. The Revlon ColorStay Mineral collection includes
Revlon ColorStay Mineral Mousse makeup and Revlon ColorStay Mineral foundation, as well as Revlon ColorStay Mineral pressed blush and bronzer.
The Revlon Beyond Natural collection, focusing on a naturally glamorous look, offers skin-tone matching liquid foundation. For 2010, the Company
launched Revlon PhotoReady makeup, powder and finisher, all designed with innovative photochromatic pigments that bend and reflect light to give
a flawless, airbrushed appearance in any light. The Company has also launched Revlon Age Defying Spa face illuminator, which uses light reflection
to enhance skin and boost luminosity, producing a radiant and glowing effect.
The Company markets several different lines of Revlon lip makeup, including lipstick, lip gloss and lip liner, under several Revlon brand names.
Revlon Super Lustrous is the Company’s flagship wax-based lipcolor, offered in a wide variety of shades of lipstick and lip gloss, and has LiquiSilk
technology designed to boost moisturization using silk dispersed in emollients. Revlon ColorStay Soft & Smooth lip color, with patented ingredients,
offers long-wearing benefits while enhancing comfort with SoftFlex technology, while Revlon ColorStay Overtime lipcolor and Revlon ColorStay
Overtime Sheer lip color use patented transfer resistant technology. The Company’s Revlon ColorStay Mineral lipglaze is the Company’s first
long-wearing lip gloss with up to eight hours of wear. For 2009, the Company introduced Revlon Cremé Gloss, a lip gloss that provides deeply
pigmented color with extreme gloss shine and Revlon ColorStay Ultimate liquid lipstick, the first and only lipcolor that has patented ColorStay
long-wearing technology with comfortable food-proof wear for up to 12 hours in one simple step. For 2010, the Company launched Revlon
ColorBurst lipstick, a luxurious lipstick available in 20 shades with Elasticolor technology that provides an instant burst of rich, true color that feels
virtually weightless on lips.
The Company’s eye makeup products include mascaras, eyeliners, eye shadows and brow products, under several Revlon brand names. In mascaras,
key franchises include Fabulash, which uses a lash perfecting brush for fuller lashes, and Revlon Lash Fantasy Total Definition, a two-step primer
and mascara with lash separating brushes for enhanced definition. In 2009, the Company launched Revlon DoubleTwist mascara featuring a
revolutionary two-in-one patent-pending brush for massive volume and remarkable definition. In eyeliners, Revlon Luxurious Color liner uses a
smooth formula to provide rich, luxurious color. In addition, in 2009, the Company introduced Revlon Luxurious Color kohl eyeliner for intense
matte color. In eye shadow, Revlon ColorStay 12-Hour patented long-wearing eyeshadow enables color to look fresh for up to 12 hours. In 2009, the
Company also introduced new Revlon Matte eye shadows, which provide high impact color combined with a soft matte finish. For 2010, the
Company extended its eye shadow offering and introduced Revlon Luxurious Color eyeshadow in satin and perle finishes, which offer rich, smooth
and velvety application.
The Company’s nail color and nail care lines include enamels, treatments and cuticle preparations. The Company’s core Revlon nail enamel uses a
patented formula that provides consumers with improved wear, application, shine and gloss in a toluene-free, formaldehyde-free and
Hair — Revlon: The Company sells both hair color and haircare products throughout the world. In women’s hair color, the Company markets
brands, including Revlon ColorSilk, with patented ingredients which offer radiant, rich color with conditioning.
Beauty Tools — Revlon: The Company sells Revlon Beauty Tools, which include nail, eye and pedicure grooming tools, such as clippers, scissors, files,
tweezers and eye lash curlers. Revlon Beauty Tools are sold individually and in sets. In 2009, the Company launched a full line of makeup brushes
under the Revlon brand name.
Cosmetics — Almay: The Company’s Almay brand consists of hypo-allergenic, dermatologist-tested, fragrance-free cosmetics and skincare
products. Almay products include face and eye makeup and makeup removers.
Within the face category, Almay Smart Shade offers patented ingredients for foundation, blush, bronzer and concealer that are designed to match
consumer skin tones. Introduced for 2010, Almay Smart Shade Anti-Aging makeup matches skin tone while also fighting signs of aging. Almay TLC
Truly Lasting Color makeup and pressed powder have long-wearing formulas that nourish and protect the skin for up to 16 hours of coverage.
In eye makeup, the flagship brand, Almay Intense i-Color, enhances and intensifies eyes through color-coordinated shades of shadow, liner and
mascara for each eye color. In 2010, the Company extended the franchise to include Almay Intense i-Color with Light Interplay Technology. Almay
Bright Eyes collection is a three-product, innovative and coordinated collection made up of eye base and concealer in one, eye shadow and a
liner/highlighter duo. The collection helps eyes look refreshed and radiant due to Almay’s expert formulas that work with light reflectors to
naturally brighten and de-puff the look of the entire eye area. The Almay One Coat mascara franchise includes products for lash thickening and
visible lengthening, and the patented Almay Triple Effect mascara offers a more dramatic look. Almay eye makeup removers are offered in a range
of pads and towlettes.
Anti-perspirants/deodorants: In the anti-perspirants/deodorants product category, the Company markets Mitchum anti-perspirant products, with
patented ingredients, in many countries.
Fragrances: The Company sells a selection of moderately-priced and premium-priced fragrances, including perfumes, eau de toilettes, colognes and
body sprays. The Company’s portfolio includes fragrances under globally-recognized brand names such as Charlie and Jean Naté.
Skincare: The Company sells skincare products in the U.S. and in global markets under internationally-recognized brand names, including Revlon
and Almay, and under various regional brands, including the Company’s premium-priced Gatineau brand, as well as Ultima II.