Why Michelle Peluso Is Betting Big on Revlon's Rebirth

"I'm passionate about my career because it revolves around how technology transforms various sectors, and this excites me greatly," he stated. Michelle Peluso at the 2025 Beauty At the CEO Summit, in discussion with CVS Health’s Musab Balbale — who worked alongside Peluso at the retail giant before leaving last autumn to assume the role of CEO at Revlon just over a year since the firm exited bankruptcy. bankruptcy.

Prior to joining Revlon and CVS, Peluso served in high-level positions at IBM, Citi, and Travelocity. She’s now leveraging insights gained from those experiences to spearhead efforts aimed at reigniting growth for Revlon.

Peluso stated, “It’s uncommon for someone to excel in their field, be an outstanding leader of individuals, and also serve as a custodian of corporate values.” He firmly believes that Revlon needs executives at the helm who can embody this multifaceted leadership role. These leaders should not only stand out in innovation, narrative creation, and fostering connections with retail partners and technological advancements but also play a crucial part in propelling the company culture ahead.

It might not be everyone’s sentiment, but if this doesn’t resonate with you, then Revlon isn’t where you should be.

Using this unwavering strategy, Peluso aims to enhance efficiency across all levels of the organization—from each brand within their portfolio to various international markets and retail channels. The firm has resumed experiencing an increase in dollar sales, including in China, which remains a challenging market for many industries. However, according to Peluso, true indicators of progress will be seen through expanding units sold, increasing customers, and maintaining client loyalty.

To reach their destination, Revlon is placing greater emphasis on rapidity.

"We have now established a fast track as well as a standard pathway for developing products—this is crucial because certain individuals trends Move quickly, and we can’t employ identical procedures for every task," she stated, emphasizing that AI is a crucial tool facilitating this accelerated speed. "AI allows us to consider rapid package design changes—processes that typically require six to nine months can now be completed within just a few hours.

Localization is also crucial for connecting with customers across various regions, particularly as the worldwide market becomes more fragmented.

We're navigating a rapidly changing tariff landscape, marked by economic instability and growing opposition towards U.S. businesses—these factors are significant realities. Those of us who fail to recognize, quite honestly, the numerous tools at China’s disposal simply haven’t grasped the full narrative," she stated, further noting that their company is adopting a highly localized approach in each market they operate within.

For instance in China, the company is capitalizing on the success of its Elizabeth Arden skin care capsules and emphasizing stock keeping units with brightening benefits, while in Sydney it adds SPF to certain color cosmetics products. In the U.S., the company just inked a fragrance deal with Bronx, N.Y.-born rising rapper, Ice Spice .

"Ours is a brand meant to leave an indelible mark, to embrace audacity – these core traits should shine through consistently," stated Peluso, emphasizing that appearing somewhat distinct across different regions is crucial for sustaining a uniform influence.

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