MDR Brand Management to Rep Revlon, Elizabeth Arden

MDR has already identified key strategic growth platforms for both women and men.

License Global

February 6, 2021

1 Min Read

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.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like