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Brief Published: 18 Jul 2018

Revlon’s Inclusive Beauty Brand Targets Millennials


Revlon’s latest venture aims to expand its make-up offering, as global beauty brands are influenced by the inclusive 'Fenty effect’. Could this revamp the company’s image among millennials?  

In a bid to revive declining sales and remain relevant in the contemporary beauty market, cosmetics giant Revlon has created a brand for millennials that’s grounded in inclusive values. 

The luxury make-up line, called Flesh, is a collaboration with American retailer Ulta Beauty. It aims to satisfy growing enthusiasm among consumers for broader representation within the beauty industry. The core collection features 40 shades of stick foundations – distributed among warm, cool and neutral undertones.

The brand’s core ethos is to reduce barriers for people of colour by offering them shade-inclusive products – beyond multi-tonal foundation. The brand follows the example of US singer Jennifer Lopez’s collaboration with Polish brand Inglot, which stocks eight hues of nude lipsticks catered to different skin tones. 

Flesh’s range includes 14 shades of highlighter, 30 lipstick tones and eight blush hues. The products provide users with a neutral palette and subtle pops of colour – in contrast with cult US brand Fenty Beauty’s collection, which also touts inclusive ideals but sells neon lipsticks and shimmery eye shadows. 

For Revlon, Flesh’s partnership with Ulta Beauty could really help the conglomerate remain connected to this key demographic, as its core brand is struggling. Estimates suggest that Revlon’s sales have declined by 5.9% in comparison to 2017’s first quarter (Nielsen, 2018).  

For more on how inclusive strategies are explored across different categories, see Inclusive Beauty: 5 Key LessonsDiversity Rules and Culture Guardians.