The cosmetics sector has been evolving and progressing for years with significant changes. New formulations that adjust to the demands and needs of consumers have taken a turning point in cosmetic production, making large-scale production possible thanks to technological advances and the introduction of machinery in the manufacturing process.

Cosmetic products have reflected changes in culture, society, and beauty standards from antiquity, through various civilizations, to the present day. It is essential to understand how this industry adapts and evolves in response to market expectations through incorporation of innovation.

Technological and scientific advances have managed to optimize cosmetic formulas, using innovative ingredients that achieve the best results and great effectiveness. This was elaborated during an interview with Mr. T. S. Prakash – Country Head and General Manager of Beauty Products Lanka (Pvt) Ltd.

Q : REVLON HAS A LONG HISTORY IN THE COSMETICS INDUSTRY. HOW DOES THE BRAND CONTINUE TO INNOVATE, PARTICULARLY IN SKINCARE, TO MEET THE EVOLVING DEMANDS OF TODAY’S CONSUMERS?

Revlon’s legacy is built on understanding and anticipating consumer needs. In skincare, we focus on integrating advanced science with natural inspiration to create innovative products. Our research labs constantly explore breakthroughs in dermatology, bioactive compounds, and delivery systems to ensure superior performance.
Simultaneously, we stay attuned to consumer insights, launching solutions that address specific concerns such as hydration, anti-ging, and sun protection in cosmetics, as well as anti-dandruff, color protection, hair fall solutions in shampoos, and hair color ranges.
By embracing AI tools and consumer testing, we ensure every innovation aligns with the evolving expectations of our diverse clientele.

Q : HOW DOES REVLON IDENTIFY AND ADAPT TO EMERGING SKINCARE TRENDS, SUCH AS CLEAN BEAUTY OR SUSTAINABLE PACKAGING, WHILE MAINTAINING PRODUCT EFFICACY AND BRAND INTEGRITY?

Revlon thrives on staying ahead of the curve. We monitor global consumer trends, collaborate with dermatologists, and consult environmental experts to embrace innovations like clean beauty and sustainable packaging.
For instance, we reformulate products to eliminate controversial ingredients while maintaining efficacy, ensuring transparency and trust. Our packaging strategies now prioritize recyclable materials, reduced plastics, and eco-friendly processes.
We believe that beauty can be both effective and responsible, a balance reflected in our product lines and manufacturing practices.

Q : HOW DOES REVLON BALANCE THE DESIRE FOR HIGH- ERFORMANCE SKINCARE WITH THE GROWING DEMAND FOR NATURAL OR CLEAN INGREDIENTS?

Revlon’s approach is rooted in combining the best of nature and science. We leverage cutting-edge technology to extract the most potent benefits from natural ingredients without compromising performance. Our formulations undergo rigorous testing to ensure they deliver results, all while adhering to clean beauty standards.
By focusing on sustainability and transparency, we empower consumers to make informed choices without sacrificing quality. This synergy between efficacy and integrity defines Revlon’s commitment to skincare excellence.

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Q : IN A COMPETITIVE LANDSCAPE, HOW DO YOU TAILOR YOUR MARKETING AND PRODUCT STRATEGIES FOR DIFFERENT CONSUMER DEMOGRAPHICS, SUCH AS MILLENNIALS, GEN Z, OR OLDER GENERATIONS?

Revlon’s marketing strategies are grounded in understanding each demographic’s unique needs and preferences.
For Gen Z, we emphasize digital-first campaigns, social media engagement, and inclusivity, reflecting their values.
Millennials are drawn to multifunctional products and sustainable practices, so we highlight these aspects.
For older generations, we focus on proven efficacy and addressing age-specific concerns.
By crafting distinct narratives and leveraging diverse platforms, we ensure our products resonate across all consumer groups.

Q : WHAT ARE SOME OF THE MOST SIGNIFICANT SHIFTS IN CONSUMER BEHAVIOR YOU HAVE OBSERVED OVER THE PAST FEW YEARS, AND HOW HAS REVLON ADAPTED ITS SKINCARE STRATEGY TO MEET THESE CHANGES?

Consumer behavior has shifted towards transparency, sustainability, and personalization. Today’s consumers demand products that reflect their values, from ethical sourcing to eco-conscious packaging.
At Revlon, we’ve embraced these changes by fostering innovation in clean formulations, increasing sustainability in packaging, and developing personalized skincare solutions.
We also prioritize digital engagement, providing interactive tools and AI-driven recommendations to connect with consumers more meaningfully.
Revlon’s adaptability ensures we stay relevant and trusted in an ever-changing market.