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Revlon, who owns Britney's perfume line, files for bankruptcy


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it might not be of interest to a lot of people, but wow...Does this means this is the end for Britney's perfumes? I'm not sure if she would be interested in starting over, but it would be so awesome if she did!! Revlon cheapened the brand with so many Fantasy versions.

edit: not sure why people are saying I'm suggesting that Britney's perfumes were not selling and this is a consequence of that. Revlon is a multilineal beauty brand with so many different products, not only Britney. The beauty industry has changed and what people looked in makeup and skincare has changed too...It's just a matter of life. This has also got more to do with bad investments.

"....

Revlon built a cosmetics empire on red nail polish, with lipstick to match. But the pioneering brand, a mainstay of cosmetic cabinets since the Great Depression, has lost its shine, amid the rise of a new generation of cosmetic brands, changing shopping habits and supply chain snarls. The company filed for bankruptcy protection this week, its financial statements awash in red ink.

Revlon filed for Chapter 11 in the U.S. Bankruptcy Court for the Southern District of New York, with about $3.8 billion in debt. It said it had secured $575 million in “debtor-in possession loans” to help fund its operations in bankruptcy. The company has about 5,700 employees."

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https://www.nytimes.com/2022/06/16/business/revlon-bankruptcy.html?smtyp=cur&smid=tw-nytimes

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2 minutes ago, PokemonSpears said:

I really don't know how those things work, but for what I'm reading, Elizabeth Arden didn't go anywhere, it was just bought by Revlon.

Maybe it can be acquired by someone else?

Yeah, Revlon doesn't own Britney's fragrances. I frequently visit my local Burlington Factory and Britney's perfumes sell out so quick there. They barely last a day.

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Britney's perfumes are really famous but maybe their other perfumes weren't selling? idk anything about finances but many times there are large companies that file for bankruptcy even tho they might have something that is successful still 

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1 minute ago, PokemonSpears said:

I really don't know how those things work, but for what I'm reading, Elizabeth Arden didn't go anywhere, it was just bought by Revlon.

Maybe it can be acquired by someone else?

From what I understand, Revlon acquired Britney Spears Fragrances, it's listed here https://www.revloninc.com/our-brands.php so I think they acquired it from EA. Not sure if someone will step it and buy BSF...I also don't see how someone will acquire or invest that much in Revlon being that the brand no longer is what it used to be. They kinda turned the stereotypical Walgreens beauty brand.

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3 minutes ago, Body ache said:

Hmm. Thought it was Elizabeth Arden.

"It acquired Elizabeth Arden in 2016 in a purchase funded largely by loans. In the interim, a new group of cosmetics entrepreneurs, like Rihanna and Kylie Jenner, have emerged. The social media superstars have promoted their products directly to their millions of Instagram followers, embracing inclusive color palettes and sidestepping the drugstores Revlon has traditionally relied on to sell its products."

https://www.nytimes.com/2022/06/16/business/revlon-bankruptcy.html?smtyp=cur&smid=tw-nytimes 

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Just now, GirlOnTheMoon said:

From what I understand, Revlon acquired Britney Spears Fragrances, it's listed here https://www.revloninc.com/our-brands.php so I think they acquired it from EA. Not sure if someone will step it and buy BSF...I also don't see how someone will acquire or invest that much in Revlon being that the brand no longer is what it used to be. They kinda turned the stereotypical Walgreens beauty brand.

Well, again, I don't know how these businesses work, all I know is that EA still exists, you can check the website, and the wiki page says it's just a subsidiary of Revlon.

If Revlon is filing for bankruptcy, I think the license of Britney's fragrances, or any other licenses they have, can be acquired by someone else, whether it comes in a package with EA or independently.

Once more, I don't know how things work, I just think that the perfume line is something independent of who produces it, so it's not the end of Britney's perfumes if that's what some may be asking.

 

I know it doesn't prove anything, but just 2 days ago britneyspearsfragrances posted on IG

 

Also, last year we learned Britney's perfumes saw a 150% increase in sales compared to the previous year, after the documentaries aired, so I'm sure there must be a lot of companies interested in acquiring the license

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