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MDR Brand Management made up with new Revlon deal

Agency appointed to lead new brand extension opportunities for the Revlon and Elizabeth Arden brands around the world.

Revlon Consumer Products Corporation has appointed MDR Brand Management to lead new brand extension opportunities for the Revlon and Elizabeth Arden brands around the world.

With the aim to build on Revlon’s bold and innovative brand DNA, MDR has identified key strategic growth platforms, for both women and men, that align with Revlon’s commercial ambitions, retain core consumers and recruit trend beauty enthusiasts.

The agency will work closely with Revlon to develop brand extension programmes that are impactful on a global scale, and that build on Revlon’s equity in colour cosmetics and Elizabeth Arden’s high-performance skincare technologies.

In North America, MDR will be working with existing partner, Brand Activation Consulting.

“The Revlon brands are an exciting and complementary addition to MDR’s global brand portfolio, and we are delighted to be working with such iconic and revolutionary beauty brands,” said Daniel Avener, ceo of MDR Brand Management. “Their notable international presence gives way for innovative products, formats and formulations, direct to consumer relationships and experiential opportunities.”

Martine Williamson, global cmo at Revlon, added: “We are pleased to welcome MDR Brand Management and their wealth of experience within the beauty space.

“MDR is well suited to support us in developing profitable new product categories through their strong and valuable connections with licensees globally, and in delivering sustainable growth outside of our core product portfolio.”

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