{"id":692426,"date":"2025-11-14T13:53:38","date_gmt":"2025-11-14T10:53:38","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=692426"},"modified":"2025-11-14T13:53:38","modified_gmt":"2025-11-14T10:53:38","slug":"inside-revlons-reset-under-ceo-michelle-peluso","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=692426","title":{"rendered":"Inside Revlon\u2019s Reset Under CEO Michelle Peluso"},"content":{"rendered":"
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Makeup<\/span><\/div>\n<\/div>\n

Inside Revlon\u2019s Reset Under CEO Michelle Peluso<\/h1>\n
By <\/span>Jessica Schiffer<\/span><\/span><\/span><\/div>\n

November 14, 2025<\/p>\n

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    Michelle Peluso, Revlon\u2019s CEO.<\/span>Photo: Courtesy of Revlon<\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n
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    When Michelle Peluso took over as Revlon\u2019s chief executive officer in late 2024, the 93-year-old beauty brand was reeling from a high-profile bankruptcy and years of stalled innovation. In 2023, it shed $2.7 billion in debt and went private, handing control of the company over to its lenders. In her first 12 months on the job, Peluso, a former CVS and IBM executive, worked to lay the groundwork for Revlon\u2019s turnaround through what she calls Revlon\u2019s \u201cfoundation for the future\u201d: five strategic pillars designed to restore the company\u2019s relevance in a fast-moving beauty landscape.<\/p>\n

    Those pillars \u2014 consumer obsession, innovation with scale, omnichannel excellence, talent elevation, and tech-driven modernization \u2014 now underpin everything from the brand\u2019s product development to retail execution. \u201cEvery brand starts with understanding where the consumer is headed and what they want,\u201d Peluso tells Vogue Business<\/em>. \u201cYou can lose sight of that when there\u2019s a lot going on internally. We\u2019ve had to rebuild that muscle.\u201d<\/p>\n

    Before Peluso\u2019s arrival, Revlon had spent years struggling to keep pace with a beauty market reshaped by digital-first brands and shifting consumer habits. Heavy debt, supply chain issues and slow innovation cycles left it unable to invest in marketing or new product development (NPD), while younger competitors like Elf and Rare Beauty built loyal followings on social media Revlon was late to embrace. After filing for bankruptcy, the company needed a cultural and operational reset. With experience across retail, tech and consumer brands, Peluso was hired to modernize and restore one of beauty\u2019s oldest names.<\/p>\n

    Rather than chasing the next viral startup, Peluso\u2019s turnaround plan begins with heritage. \u201cWe\u2019re so fortunate to have these incredibly beloved brands from generation to generation,\u201d she says. Alongside its namesake Revlon lines (Color Cosmetics, Professional and Colorsilk), its portfolio includes Elizabeth Arden, Creme of Nature, CND, Cutex, Mitchum and the Juicy Couture fragrance line. \u201cOur job is to bring that forward in modern and fresh ways.\u201d<\/p>\n

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    Juicy Couture Just Moi fragrance.<\/p>\n

    <\/span>Photo: Courtesy of Revlon<\/span><\/div>\n<\/figure>\n

    A brand-first plan<\/strong><\/h2>\n

    The clearest proof of concept has been Elizabeth Arden, which recently celebrated its 115th anniversary with an immersive pop-up in New York\u2019s SoHo that reintroduced the ideas of its founder \u2014 beauty as science, wellness and empowerment \u2014 to a new audience. The same playbook has already paid off in China, where Elizabeth Arden has outpaced category growth for two consecutive years, per the brand, thanks to a digitally savvy team and ambassadors like actor Xin Zhilei. \u201cThey\u2019ve made the brand younger, more fun and more relevant, while still rooted in its DNA,\u201d Peluso says.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    If Elizabeth Arden is the test case, Revlon Color Cosmetics is the emotional core of the revival. Once synonymous with glamor \u2014 think \u201980s-era ads starring Cindy Crawford and Iman, accompanied by the tagline: \u201cThe most unforgettable women in the world wear Revlon\u201d \u2014 the brand had diluted its identity chasing minimalism and \u201cno-makeup makeup\u201d.<\/p>\n

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    \"Inside<\/span><\/div>\n
    Photo: Courtesy of Revlon<\/span><\/div>\n<\/figure>\n

    Peluso wants to bring it back to color. \u201cThat trend is on its way out,\u201d she says of the barely there looks and clean girl aesthetics that have graced social media feeds since the Covid pandemic. \u201cFull-beat color and more transformational looks are on the rise. Revlon can\u2019t and shouldn\u2019t try to be the \u2018no-makeup makeup\u2019 brand \u2014 that\u2019s not our heritage.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    To pinpoint where the brand should play, Peluso\u2019s team built a proprietary global demand map for color cosmetics \u2014 an analytics model combining hundreds of behavioral and psychographic variables across regions to identify the largest and fastest-growing spaces for opportunity. One of those spaces, dubbed \u201cE-glam\u201d, represents consumers seeking \u201cefficient glamour\u201d: women who love color and sensorial texture but seek it in an accessible, time-saving format. This insight has become the backbone of Revlon\u2019s NPD and storytelling roadmap. According to Revlon\u2019s internal data, 57% of consumers now favor high-impact looks for events, suggesting that the long-dominant no-makeup trend may be giving way to bolder self-expression.<\/p>\n

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    Revlon\u2019s ColorStay Limitless Matte lipstick range.<\/p>\n

    <\/span>Photo: Courtesy of Revlon<\/span><\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    That shift can be seen through Revlon\u2019s recent launches, including the Glimmer, Shimmer, Shine collection of light-reflecting lip products, as well as next spring\u2019s PhotoReady foundation relaunch, inspired by the rise of tweakments and offering luminous finishes that evoke a selfie filter. \u201cWe\u2019re getting bolder and bolder in our storytelling,\u201d Peluso says. \u201cIt\u2019s about building on the DNA of glamor in a way that feels current.\u201d<\/p>\n

    Betting on fragrance<\/strong><\/h2>\n

    Peluso is betting on fragrance to help reignite growth. The category, which accounts for roughly a quarter of Revlon\u2019s portfolio, is being rebuilt through partnerships with Palm Angels, Ice Spice, and, in 2027, a global fragrance debut with Champion. \u201cThe fastest-growing part of the fragrance category is young men in their teens through early 30s,\u201d Peluso says. \u201cChampion gives us a way to meet them where they are.\u201d Legacy lines like Juicy Couture are also being reintroduced to Gen Z with campaigns starring basketball phenom Angel Reese and new scents like Just Moi, which Peluso says are gaining traction at both Ulta Beauty and Amazon.<\/p>\n

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    Just Moi campaign, which reintroduces legacy lines like Juicy Couture to Gen Z.<\/p>\n

    <\/span>Photo: Courtesy of Revlon<\/span><\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    Behind the scenes, Peluso is also reshaping how the company works \u2014 not just what it sells. She\u2019s modernizing product lifecycle and planning systems to streamline data, deploying generative and agentic AI to speed formulation, packaging and creative development, while reducing the time from idea to shelf. She says Revlon\u2019s late adoption of modern systems has, paradoxically, been an advantage: \u201cBecause we weren\u2019t locked into legacy platforms, we can move straight to the newest technologies and leapfrog a few steps ahead.\u201d<\/p>\n

    The company\u2019s tech overhaul has coincided with a cultural one. Peluso has brought in former Est\u00e9e Lauder executive Amber Garrison to lead Elizabeth Arden and fragrance, ex-Starbucks International digital head Ralph Marshall as chief tech officer, and Philips alum Dana Medema as president of North America.<\/p>\n

    The results are early but encouraging. Sales across color, hair and skincare are trending upward, according to the brand, with Revlon Color Cosmetics, American Crew, Creme of Nature and Elizabeth Arden Asia each standing out. \u201cWe\u2019re private now, so we don\u2019t give numbers,\u201d Peluso says, \u201cbut the momentum is real.\u201d<\/p>\n

    If there\u2019s one theme running through Peluso\u2019s first year, it\u2019s humility. \u201cWe\u2019re staying humble \u2014 we don\u2019t have all the answers yet, and we know this is a long journey,\u201d she says. \u201cBut our sleeves are rolled up.\u201d After a decade defined by debt, disruption and doubt, Revlon\u2019s revival rests on a simple idea: that modern beauty still has room for old-school glamor, as long as you can make it feel new again.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n

    Source URL: http:\/\/vogue.com\/article\/inside-revlons-reset-under-ceo-michelle-peluso<\/p>\n","protected":false},"excerpt":{"rendered":"

    Makeup Inside Revlon\u2019s Reset Under CEO Michelle Peluso By Jessica Schiffer November 14, 2025 Michelle Peluso, Revlon\u2019s CEO.Photo: Courtesy of Revlon When Michelle Peluso took over as Revlon\u2019s chief executive officer in late 2024, the 93-year-old beauty brand was reeling from a high-profile bankruptcy and years of stalled innovation. In 2023, it shed $2.7 billion […]<\/p>\n","protected":false},"author":1,"featured_media":692427,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[50],"class_list":["post-692426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-vogue-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/692426","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=692426"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/692426\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/692427"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=692426"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=692426"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=692426"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}