Revlon Consumer Products Corporation has appointed MDR Brand Management to lead new brand extension opportunities for the Revlon and Elizabeth Arden brands worldwide. In North America, MDR will be working with their existing associate partner, Brand Activation Consulting.
“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,” says Daniel Avener, chief executive officer, MDR Brand Management. “Their notable international presence gives way for innovative products, formats and formulations, direct-to-consumer relationships and experiential opportunities.”
Building on Revlon’s 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 brand extension programs that are impactful on a global scale and build on Revlon’s equity in color cosmetics and Elizabeth Arden’s high-performance skincare technologies.
“We are pleased to welcome MDR Brand Management and their wealth of experience within the beauty space,” says Martine Williamson, global chief marketing officer, Revlon. “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.”