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› Preeti Marwah 46
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x evlon is a global color cosmetics, hair color, beauty
tools, fragrances, skincare, anti-perspirant /
deodorants and beauty care products company.

x The Company is one of the world¶s leading

cosmetics companies in the mass retail channel.

› The Company¶s vision is glamour, excitement and

innovation through high-quality products at
affordable prices.
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x evlon was founded in the midst of the Great
Depression, 1932, by Charles evson and his brother
Joseph, along with a chemist, Charles Lachman.

x evlon started with a single product ± a new type of

Nail Enamel.

x evlon was the first International Color Cosmetics

brand to be launched in India (1995).
  

› 1930
The company began its success with opaque long-
lasting nail enamel sold to beauty salons. evlon sold
its nail enamel through department stores and selected
drugstores.
› 1940
evlon contributed directly to the war effort, by
manufacturing first aid kits and dye markers for the
navy. evlon began to produce manicure and
pedicure instruments
› 1950
Launched twice-yearly nail enamel and lipstick
promotions. It also turned to television sponsorship to
boost sales. In December 1955, evlon first offered
stock to the public and was listed on the New York
Stock Exchange.
› 1960
It brought the "American Look" to the rest of the
world through advertising featuring U.S. models.
› 1970
They introduced Charlie® fragrance, designed for a
young, working woman. It became the #1 Fragrance
in the world. Its sales figures passed the $1 billion
mark in 1977.
› 1980
In 1985, evlon was sold to a subsidiary of
MacAndrews & Forbes Holdings. In 1987 Almay
joined the evlon lineup.
› 1990
evlon revitalized its cosmetics business and
strengthened its industry leadership role. evlon
introduced the first transfer resistant lipcolor The
company reached its closest competitors and
became the #1 brand in mass color cosmetics.
   
› evlon's magazine
ads were drawn by hand
and mostly in black and
white in 1940.

› evlon began launching

full-color photographic
advertisements in major
magazines and stores
across the country
› Some of these ads were for
"Paint the Town Pink" and
1945's "Fatal Apple´
introduced "Bachelor's
Carnation" and in 1948,
"Sweet Talk".

› evlon made his ads only

with Dorian Leigh up till
1990.
› evlon decided to drop
fashion models and focus
on movie stars, among
them Kate
Bosworth Jaime
King, Julianne
Moore, Eva
Mendes, Jessica
Alba, Jennifer Connelly
and Jessica Biel.
› Elle MacPherson became
a new spokesmodel for
the company.
 evlon In India
› Modi-evlon is the formidable alliance between the
Modi Group and the world famous evlon of USA.

› Modi-evlon has entered the Indian market and has

redefined the concept of beauty care in India.

› The company thinks Global, but acts Local.

› Modi-evlon¶s product portfolio currently consists
of Lipsticks, Nail Enamels, Eye and Face Make-up,
Flex Shampoos, Flex Conditioners, Charlie Cologne,
Body Sprays, Talc and Fire and Ice cologne.

› Modi-evlon ceaselessly continues to introduce new

products and color trends keeping in view the
preferences of the Indian consumer.
   
› StreetWear, is specially targeted at the socio-
economic class (SEC) A (Age group 15 ± 20 years).

› Street wear¶ range of cosmetic-were launched under

the great brand of evlon.

› The strategy of marketing smaller pack sizes at lower

prices to push sales ± launched mini Nail Enamel.
› There¶s a huge gap in the market for affordable,
quality products and StreetWear can fill the gap.

› Modi evlon claims to have an overall marketshare

of 20-25 per cent in the domestic colour cosmetics
market.

› The strategy has been very successful helping it to

increase sales by almost 50 per cent.
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The strategy to achieve their goals are :
› Building our strong brands.
› Developing our organizational capability.
› Driving our company to act globally.
› Increasing our operating profit and cash flow.
› Improving our capital structure.
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