January 19, 2021

Almay’s Blueprint for Growth

The legendary brands that built the mass market beauty business are preparing for battle to reclaim their share of sales siphoned off by nimble upstart competitors and specialty retailers. Leading the charge is a revamped Almay, complete with an arsenal of new items, a quartet of influencers and improved in-store presentation.
Almay isn’t alone in its efforts to meet fledging brands head on, mass market retail executives said, citing initiatives from Almay’s parent Revlon and Cover Girl now under the Coty banner. Retailers welcome the much-needed attention to core brands.
Spearheading efforts is Linda Wells, the former editor in chief of Allure, who joined Revlon earlier this year as chief creative officer.
“We’ve got all the pieces in place,” Wells said in an interview with WWD. “Almay is getting some much-deserved love.”
She’ll have her work cut out for her. Introduced in 1931, Almay was hypoallergenic and fragrance-free way before those attributes resonated with shoppers. However, the brand’s sales, Revlon acknowledged when reviewing financial results earlier this year, have been pinched by lower foot traffic in mass stores and a shift to online consumption.
Revlon does not break out Almay’s sales, but reported that North American Consumer sales (which include Revlon, Almay, Sinful Colors, Cutex, Pure

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