Revlon

Revlon appears in e.l.f. Cosmetics: Joey Shamah. The Dollar Store Formula That Built a Cosmetics Giant in two roles. Joey Shamah names it among the mass cosmetics competitors that controlled shelf space, and later says Revlon reached out before the strategic-buyer process that included L’Oreal.

The episode uses Revlon as part of the incumbent beauty context that e.l.f. Cosmetics had to bypass through low price, PR, e-commerce, and retailer proof.

Connections

• e.l.f. Cosmetics, Joey Shamah, and L’Oreal - competitor and strategic-buyer context.
• Low Price Brand Perception and Retail Incrementality - concepts that explain how e.l.f. positioned against incumbents.
• CPG Distribution and Retail Shelf Placement - shelf-space constraints in the beauty aisle.