Strengths

1. Revlon actively participates in CSR activities

concerning women health issues.
2. Management saves $34 million every year
through its cost cutting processes.
3. Centralized production facilities which
resulted in better inventory control and
cost efficiency.
4. Increased distribution capabilities resulting
from acquiring Bionature S.A in 2000.
5. Joint manufacturing with Pacific World
Corporation of nail and nail care products
6. Effective advertising is one of the primary
areas of promotion of Revlon products
through famous celebrities as Revlon
spokespersons.
7. Strong relationships with large mass
merchandisers and chain drug stores such
as Walmart , K-Mart etc.
Weaknesses
1. Debt accumulation of 2.3 billion, which is affecting
business processes like delayed the launch of Flair
fragrance.
2. Poor product development and planning which
resulted in failure of Vital Radiance product line (a
cosmetic for older women).
3. Weak financial resources, highly dependent on one
financer Mac Andrew and Holdings.
4. Poor financial performance due to declining sales
pattern, declining assets and increasing liabilities.
Opportunities
1. Aging baby boomer make up a significant
proportion of the adult U.S population.
2. Huge potential for sales in Asian market.
3. Devaluation of dollar opening international
markets for export.
4. Men have started using cosmetic skin care
products,
5. Market for hair colouring has expanded
especially among teenagers and adults
SO Strategies WO Strategies
1. Promote their products in Asian
countries to increase export sales.
(S6,O2,O3)
2. Promote their products among men
and aging baby boomers. (S6, O4,
O1)
1. Invest in RnD department and develop new
products for Asian market, aging baby
boomers. (W2, O2, O1)

Threats
1. Consumer's concern for product safety and use
of animal testing.
2. Declining disposable income resulting from
rising gas prices.
3. Major retailers have reduced inventory levels
which has reduced shelf space for cosmetic
products.
4. Intense competition in every product line from
giant MNCs
5. Shifting racial composition of American
population.
ST Strategies WT Strategies
1. Develop positive image through
CSR activities and stop testing their
products on animals. (T1,S1)
2. Introduce products in smaller SKUs
at affordable prices. (T2,S3,T4)

1. Start door to door selling to increase sales.
(W4, T3)
2. Develop new products and differentiate from
competitors. (T4, W2)
SWOT Matrix