Revlon provides a single, combined statement that attempts to serve as both a vision and a mission. This is a common strategic mistake that leads to a lack of clarity and focus.
Existing Statement: "Revlon is a global color cosmetics, hair color, beauty tools, fragrances, skincare, anti-perspirant deodorants and beauty care products company whose vision is Glamour, Excitement and Innovation through high-quality products at affordable prices.” (p. 1, Internal Issues).
When evaluated as a mission statement ("What is our business?"), the statement is relatively comprehensive but has key gaps.
| Component | Present? | Justification from Statement |
|---|---|---|
| 1. Customers | No | The statement does not define who its target customers are (e.g., mass-market consumers, professional stylists). |
| 2. Products/Services | Yes | Very detailed list: "color cosmetics, hair color, beauty tools, fragrances..." etc. |
| 3. Markets | Yes | "global" |
| 4. Technology | No | "Innovation" is mentioned as a vision element but not as a statement of technological proficiency or commitment. |
| 5. Survival/Growth/Profitability | No | There is no mention of financial goals, a critical omission given the company's inconsistent net income (p. 1, para. 3). |
| 6. Philosophy | Yes | "Glamour, Excitement and Innovation through high-quality products at affordable prices." This serves as a guiding philosophy. |
| 7. Distinctive Competence | No | Fails to state what Revlon does better than rivals. "Affordable prices" is a position, not a unique competence. |
| 8. Public Image | No | No mention of social, community, or environmental responsibility. |
| 9. Employees | No | Fails to mention its employees. |
A clear, separate vision and a comprehensive mission are proposed to provide strategic direction and unify the organization.
"To create a world of beauty where every individual feels glamorous, confident, and empowered."
This vision is short, inspiring, and focuses on the ultimate impact on the consumer, answering "What do we want to become?"
"We serve women and beauty professionals (1) globally (3) by providing a diverse portfolio of high-quality, innovative cosmetics, hair care, and fragrances (2) at accessible prices. Our commitment to operational excellence and sustainable growth (5) is guided by our belief in the power of bold glamour (6) and our legacy of color authority (7). We are dedicated to our communities (8) and to empowering our passionate team of employees (9) to bring the best of beauty to our customers."
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