Jan 13, 2017 | By WGSN Insider
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Jan 05, 2017
By WGSN Insider
Beauty giant Revlon has named Gwen Stefani as its newest Global Brand Ambassador. Stefani, a three-time Grammy Award winning singer, songwriter, fashion designer and entrepreneur, will be representing the beauty brand in global campaigns beginning this year, featuring Revlon’s “empowering” Choose Love message.
The message and the choice of ambassador seem fitting given Stefani’s own LAMB (Love. Angel. Music. Baby.) and Harajuku Lovers labels.
But as with all global ambassador deals these days, it’s her social media following that also counts. Stefani has more than 15m followers through a number of social media channels.
Revlon said her various accomplishments “demonstrate her message of female empowerment, one that strongly resonates across generations of fans.”
The Choose Love campaign will begin running on broadcast, digital and social platforms later this month.
The news of Stefani’s new role comes as Revlon also announced plans that it expects to cut around 350 positions worldwide and incur around $65m to $75m in total pre-tax restructuring and related charges as it integrates the Elizabeth Arden business that it recently acquired into its operations.
It will see an estimated pre-tax restructuring charge of around $30m for 2016 with $30m-$40 being paid out this year and the rest up until 2020.
The $870m buy was announced last summer and is designed to create a $3bn global beauty giant with strength in mass-market make-up, haircare, fragrances and high-end skincare, as well as kick-starting elusive growth for both businesses.
At the time the deal was announced it was expected to generate savings of around $140m in total for the combined company.
Revlon itself had been potentially on the block before the deal was announced as its controlling shareholder Ronald O Perelman was considering strategic alternatives. Analysts said the Arden buy would also help Revlon refinance its heavy debt load.
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