Independent agency to ignite four classic
beauty and personal care brands
NEW
YORK, Aug. 7, 2024 /PRNewswire/ -- Revlon
Group Holdings LLC ("Revlon"), the iconic beauty company, has
announced a new partnership with independent creative agency Terri
& Sandy for four of its brands: ALMAY®, which pioneered
hypoallergenic cosmetics for sensitive skin; Mitchum®, the
high-efficacy antiperspirant for men and women; Crème of Nature®, a
haircare brand specializing in nutrient-rich natural ingredients
for textured hair; and American Crew®, the world's leading
professional men's grooming brand.
The win came following a seven-week competitive review led by
Peter Carter of search consultancy
Creative Haystack.
Revlon has tasked Terri & Sandy with developing a new brand
platform, rooted in an evolved digital-first strategy, and
integrated marketing efforts for each brand, with an eye toward the
products' individual market positions and target demographics.
"The team from Terri & Sandy impressed us with their
powerful understanding of the consumer, and their ability to
generate impactful creative ideas executed with top production
quality. We are excited to enter this partnership, and are highly
confident that they will deliver breakthrough communication
platforms for our brands, becoming a large part of Revlon's future
success," said Geralyn Breig, President, North America for Revlon.
The first work from Terri & Sandy across all four brands is
expected to debut in 2025.
"Terri & Sandy was chosen for the strength of its strong
strategic skills, track record of business-building advertising,
ability to speak to the varying target audiences, and their 'fun
but polished' personality that blended well with the client," said
Peter Carter, Creative Haystack's
Founder & CEO. "It also didn't hurt that everyone at the agency
wore Revlon lipstick when they met the client–and I mean
everyone."
Revlon marks the first new business win for Terri & Sandy
under new President, Peyton Sutton,
who joined the agency's executive leadership team last month, as
Co-Founder Terri Meyer announced her
retirement from advertising.
"Each brand has its own superior product offering, diverse
consumer audience, and are at various phases in their growth
journey—but all share a common desire to deliver breakthrough work
that will fuel their business," said Peyton
Sutton, President of Terri & Sandy. "These are brands
that we've known and loved, and to have a front row seat to the
next phase of their growth is a dream partnership for Terri &
Sandy."
About Revlon Group Holdings LLC:
Revlon Group Holdings LLC ("Revlon") has developed a long-standing
reputation as a color authority and beauty trendsetter in the world
of color cosmetics and hair care. Since its breakthrough launch of
the first opaque nail enamel in 1932, Revlon has provided consumers
with high quality product innovation, performance, and
sophisticated glamour. In 2016, Revlon acquired the iconic
Elizabeth Arden company and its
portfolio of brands, including its leading designer and celebrity
fragrances. Today, Revlon's diversified portfolio of brands is sold
in approximately 150 countries around the world in most retail
distribution channels, including prestige, salon, mass, and online.
Revlon is among the leading global beauty companies, with some of
the world's most iconic and desired brands and product offerings in
color cosmetics, skin care, hair color, hair care and fragrances
under brands such as Revlon, Revlon Professional, Elizabeth Arden, Almay, Mitchum, CND, American
Crew, Creme of Nature, Cutex, Juicy Couture, Elizabeth Taylor, Britney Spears, Curve, John Varvatos, and Christina Aguilera.
About ALMAY®:
ALMAY® has been a leader in
hypoallergenic makeup since 1931 with the belief that beauty should
be effortless and have nothing to hide. That's why ALMAY®
formulates products using less than 500 ingredients of 20,000
available while never sacrificing the performance that is expected
and deserved. ALMAY®'s makeup is skin loving in curated colors that
make creating looks simpler than ever. The brand has always cared
for all skin types, even the most sensitive, which is why every
product is all kinds of good: effortless, hypoallergenic, fragrance
free, cruelty free, doctor tested and now, evolving toward better
sustainability. ALMAY® puts your sensitive skin at ease and allows
you to feel free! For more visit www.almay.com.
About Mitchum®:
Mitchum® has over 60 years of
expertise in superior efficacy, and the brand is expertly
formulated to deliver against wetness control, neutralization of
odor, and lasting freshness. Mitchum® is Dermatologist tested,
suitable for all skin types, and effective against
perspiration. Mitchum®'s Triple Odor Defense technology
shields from heat, stress, and motion, and allowing consumers to
feel most confident and celebrate being closer to others!
About American Crew®:
American Crew®, the Official
Supplier to Men™, was founded in 1994 creating a market for
grooming options made specifically for men. Over 30 years later,
the company has developed a comprehensive portfolio of premium
products, as well as a legacy steeped in commitment to the
performance that stylists demand and the quality that men trust.
From hair and body to shave and skin, the American Crew® brand is
dedicated to fulfilling the styling needs of today's man. A
landmark in the professional grooming industry, American Crew® has
distribution in over 30,000 salons, barbershops, and authorized
retailers across 50 countries. For the latest on American Crew®
including news and grooming tips, follow @AmericanCrew on
Instagram, Facebook, TikTok and YouTube, and visit
www.americancrew.com.
About Crème of Nature®:
Born in 1976 on the South Side
of Chicago, Crème of Nature® is a
Black-founded and Black-led brand offering a full assortment of
proven, high-quality hair products for Care, Styling, and Color
designed specifically for coily, curly, and wavy hair. For
over 45 years, the brand continues to be a trusted name for those
seeking effective and nurturing hair care products. For more
information follow @cremeofnature on Instagram and Facebook,
@cremeofnatureofficial on TikTok and YouTube and visit
www.cremeofnature.com.
About Terri & Sandy:
Terri & Sandy is an
independent advertising agency in NYC that brings clients big
agency expertise faster, smarter, and more efficiently. Their
clients include The Walt Disney Company, Nutella, Freshpet,
John B. Sanfilippo & Son,
Princess Cruises, and BJ's Wholesale Club, among others. Terri
& Sandy is a 2023 Fast Company World Changing Ideas winner, has
been ranked the #1 Most Effective Independent Agency in the U.S. on
the Effie Index and named Ad Age's Best Small Agency in
North America. For more
information, visit terrisandy.com.
Press Contact:
Lauren Rubenstein, Terry &
Sandy
lauren@terrisandysolution.com
Lauren Stack
(She/Her)
HUNTER:
Office:
646.459.9692
Mobile:
316.737.6628
www.HUNTERPR.com
NEW YORK | LOS
ANGELES | LONDON
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SOURCE Revlon