Revlon Turns To MDR Brand Management For Global Brand Extension Partnerships

Brandora Redaktion - February 2021

Revlon Consumer Products Corporation has appointed MDR Brand Management to lead new brand extension opportunities for the Revlon and Elizabeth Arden brands around the world. In North America, MDR will be working with their existing associate partner, Brand Activation Consulting.

Building on Revlon’s bold, and innovative 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 programmes that are impactful on a global scale, and that build on Revlon’s equity in colour cosmetics and Elizabeth Arden’s high-performance skincare technologies.

Daniel Avener, CEO of MDR Brand Management commented: “The Revlon brands are an exciting andcomplementary addition to MDR’s global brand portfolio, and we are delighted to be working with such iconic and revolutionary beauty brands. Their notable international presence gives way for innovative products, formats and formulations, direct-to-consumer relationships and experiential opportunities.”

Martine Williamson, Global CMO at Revlon added: “We are pleased to welcome MDR Brand Management and their wealth of experience within the beauty space. 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.”