Word: revlon
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Guided largely by intuition, Founder Revson built Revlon, of which he was chairman for 44 years, into a cosmetics colossus whose name and some 4,000 products are known around the world, and are popular with women from the mass of Walgreens on up to the class of Saks Fifth Avenue. Long before Revson died of cancer last week at 68, Revlon had become the largest U.S. over-the-counter retailer (1974 sales: $606 million) of lipstick, nail polish and potions that women use to make themselves beautiful...
...from Russia, Revson started out in the cosmetics business in Manhattan during the unglamorous Depression year of 1932. With $300 borrowed from loan sharks-at 24% interest-Charles and his older brother Joseph joined forces with a chemist named Charles Lachman, who was to become the l in Revlon. Working out of a rented room on the West Side, the three began making a creamy, opaque, nonstreak nail polish that Lachman had developed. Initially, they sold to beauty parlors, which were then enjoying a boom because of the popularity of the permanent wave. By 1941, Revlon was selling to nearly...
...dazzling advertising barrage after another, Revson kept Revlon moving upward. His 1952 campaign for "Fire and Ice," a new cosmetics line that was promoted through lush magazine ads featuring Model Dorian Leigh and then-daring teasers in the copy ("Do you close your eyes when you're kissed?"), was brilliantly successful. So, too, was his decision in 1955 to go into television in a big way by sponsoring The $64,000 Question. That helped boost sales by 54% and earnings by almost 200% in a year. Revson's promotional trademark was his practice of pairing his products with...
...owner of 10% of Revlon's stock, worth nearly $100 million at present, Revson was Revlon's largest shareholder. He was often more difficult to work for than compete against. Whether he was in Revlon's offices in Manhattan's General Motors Building or out entertaining on his 257-ft. yacht, Ultima II, he followed every detail of the business-right down to discouraging pantsuits for women and beards for men at Revlon headquarters. He frequently went against the advice of subordinates, as in 1966, when he bought a small drug company and absorbed it into...
...whom he divorced in 1974, Revson was aware that he was dying after cancer surgery last year and began to look for a successor. The man he chose is Michel Bergerac, 43, former president of ITT-Europe, a capable, urbane Frenchman (and naturalized U.S. citizen) who was lured to Revlon by a $5 million contract and a chance to run his own show. Bergerac plans to work on, among other things, developing greater management depth at Revlon-one detail that never interested Revson...