In the wake of Revlon's bankruptcy filing and amid a new digital era, there are (at least) two factors that ensure mass-market success:
"Before CeraVe was on TikTok, it was focusing on doubling down on its strengths, which is accessibility in price and distribution channel," says Lynn, who joined L'Oréal with a background in biochemistry. "It was working with historically unglamorous key opinion leaders, like dermatologists. Its distribution channel was the drugstore. It wasn't looking to be cool."
"Innovation is king," she says, "but I've learned that how people buy product and become loyal is that they want to see themselves in the products they buy, or at leastwhat they're purchasing — enough to display it or put it in their purse. With Revlon, I'd lean into the fact it's been around since 1932 and create packaging that has a bit more vintage flair."
"It makes excellent products for an affordable price, but it also puts out products people want without going too hard into trend-driven products that phase out," she says. "It was one of the first brands to go all-in on TikTok."
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