Revlon emerged from bankruptcy last week with $2.7bn less debt to worry about. But a balance-sheet makeover alone won’t help the company reclaim its place in a makeup industry it shaped nearly a century ago.
Big rivals such as L’Oreal and Estée Lauder have deeper pockets; while newer brands including Rare Beauty and e.l.f. Cosmetics have captured the imagination of young consumers. What Revlon needs is a niche it can own that plays to its strong connection among Gen X and millennials, two cohorts with an abundance of spending power that grew up with the brand...
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