Revlon appoints new global agency of record

Beauty company Revlon has chosen WPP’s Grey as the global creative agency of record (AOR).

Grey will be responsible for Revlon’s global brand portfolio, including flagship brands Revlon and Elizabeth Arden. It is expected to offer integrated communication services such as conventional and digital advertising, as well as promotion and activation marketing.

Grey also serves various companies such as Procter & Gamble, GlaxoSmithKline, Kellogg's, Pfizer, Canon, and NFL.

Revlon president and CEO Fabian Garcia said: "Grey has a long track record and deep expertise in the beauty industry.

“The consolidation and streamlining of our creative and media agency partnerships enables us to achieve greater efficiencies, speed to market, and better support the strategic communications goals and long-term growth strategies for our brands globally."

Revlon offers an assortment of products across colour cosmetics, skincare, haircare, hair colour, and fragrances in around 150 countries through mass, salon, and prestige retail distribution channels, as well as online.

In addition to Revlon and Elizabeth Arden, the firm’s portfolio of brands include Revlon ColourSilk, Revlon Professional, American Crew, Almay, Cutex, Elizabeth Taylor, Christina Aguilera, Britney Spears, Juicy Couture, Curve, and John Varvatos.