From pouring over Revlon magazine ads as a young girl to becoming the first female CEO of the company in 2018, Debra Perelman personifies the “emotional connection” consumers have with beauty.
“A big focus of mine has always been, ‘How do you utilize these iconic brands and products in order to really leverage this emotional connection that we can have with the consumer?'” said Perelman on the Glossy Beauty Podcast. For Perelman, this emotional connection is rooted in her own mainstay products, like Revlon’s Super Lustrous lipstick, which she used as a teen, and her grandmother’s perfume.
By maintaining the aspect of heritage while also adapting to changes in the beauty industry and the world, in general, “We’re able to create beauty innovations to inspire confidence and ignite joy in the consumer,” Perelman said.
While Revlon has maintained a focus on personal beauty and confidence throughout the brand’s history, the emergence of Covid pushed to the forefront of the beauty industry the ideas of “[making] sure that people are staying safe” and “[giving] back to the communities around us,” she said.
Perelman facilitated Revlon’s adaptation to the pandemic by not only transforming some of the company's production lines to make hand sanitizers and donating to underserved communities but also navigating the management of employees who were managing Covid in their personal lives.
The pandemic also accelerated the desire for digitization within Revlon. “I was focused on making quick decisions, in terms of further accelerating our digital transformation,” said Perelman. To achieve this, Perelman “focused on moving from a siloed organization to a much more collaborative organization,” with small “pods”, or teams, centered on e-commerce, product development and marketing.
In addition, Perelman emphasized her mission to transform Revlon's oldest, most iconic beauty brands, Revlon and Elizabeth Arden. The focus: diversity, inclusion, and sustainability -- not only for consumers, but also for Revlon employees behind the scenes.
“For Revlon, the future is just so bright,” said Perelman, who hopes to “leave [the company] in a way that's a bit more positive than when I started.”