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REVLON INC DR EDWARD B FLOWERS LILIANA ACEVEDO P APRIL 232001 Revlon Inc The Company Legend has it that jobless in New York City in the depths of the Depression Charles Revson become a cosmetic salesman by the toss of a coin tails hed apply for a job selling household appliances heads he would answer an ad for a cosmetics salesman It was heads and in 1931 Revson began selling Elka nail polish to beauty salons He painted his own nails with different colors so he would not need a color chart Revson and his brother decided to start their own nail polish company So with 300000 they had saved and with nail polish supplier Charles Lachman in 1992 they began Revlon the L in the name came from Lachman Revlon grew rapidly and by 1937 Revson was selling his nail polish in upscale department stores Seeing nail polish as a fashion accessory Revson introduced new colors twice a year giving them and the matching lipsticks introduced in 1940 names like Kissing Pink and Fifth Red More opportunist than innovator he let his competitors do the research and make mistakes and then he would make a better version of the product outpackging and outadvertising his rivals Today the company sells its products in about 175 countries primarily through mass merchandisers and supermarkets It continuously refreshes its lines with new brands from Age Defying for older women to ColorStay and EveryLash for the trend-conscious The top players in Revlon today are Ron Perelman a New York tabloid regular who holds the title of Chairman Jeffrey M Nugent Chief Executive Officer and Douglas Greeff Chief Financial Officer Rom Perelmans MacAndrews Forbes Holdings controls 97 of Revlons voting powerBig Charts resources Personally RonParelman 83
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