Revlon to put on new PR face, but stays mum on its makeup

NEW YORK: Revlon has hired a new SVP of corporate communications to take charge of a shake-up of the cosmetic giant's PR strategy.

NEW YORK: Revlon has hired a new SVP of corporate communications to take charge of a shake-up of the cosmetic giant's PR strategy.

NEW YORK: Revlon has hired a new SVP of corporate communications to take charge of a shake-up of the cosmetic giant's PR strategy.

Catherine Fisher joins from Tommy Hilfiger, where she was the SVP of global communications. At Revlon, she will hold a more senior role than her predecessor, who left the company late last year.

Last week, Revlon announced it has retained Kirsehnbaum Bond & Partners to handle creative and media planning for the Revlon brand, and Deutsch to do the same for its Almay brand.

Fisher said that decisions were being made concerning the PR component of the business, but she would not specify exactly what will be involved.

The company retains Robinson Lerer & Montgomery for corporate, strategic and financial PR work, and uses other agencies on a project basis.

Revlon has had a tough couple of years. In a high-profile move last November, the cosmetics firm ended its relationship with its long-running spokesmodel Cindy Crawford, expressing a need to freshen up its image. Her axing caused controversy for the cosmetics company, which was accused of ageism. Crawford herself accused the company of having a bias against older women. She was quoted in the press, saying: 'They don't want the story out that they are firing me because I'm too old. That will alienate a lot of customers.' She added that she was frustrated by the failure of the company to update her image. 'I don't have to be shown with red lipstick on white background.

It would have been easy for Revlon to capitalize on my evolution. I'm a mom, I'm married now, my image is a businessperson,' she said. 'They might have used me in a more modern way.'

Revlon has also suffered financially. Last week, the company announced its fourth quarter results, with losses amounting to dollars 29.6 million. Sales fell 23%.

Revlon president and CEO Jeffrey Nugent pledged that the company would be making 'fundamental changes,' and hopes to turn the company's performance around by 2002, according to the AP.

Before working at Tommy Hilfiger, Fisher worked in communications roles for Joseph Abboud and Calvin Klein Menswear 'I look forward to working at a company with such tremendous brand equity and a commitment to modernizing its image,' she said. 'It's an exciting time to be at Revlon.'



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