Ex-Allure editor to give Revlon a creative makeover

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Ex-Allure editor to give Revlon a creative makeover


The company has appointed Linda Wells to the new role of Chief Creative Officer. Wells will be responsible for curating the look and feel of the company’s brands across all consumer touch points including advertising, product innovation, packaging, digital and social presence, and point of sale. Wells will report to Fabian Garcia, President & CEO of Revlon.

“As we continue to strengthen our portfolio of iconic brands, Linda’s extensive knowledge of the beauty industry and her experience assessing and reporting on the global beauty sector will elevate the prestige, image and execution of our brands. She will also be integral to ensuring the glamour, sophistication and innovativeness that are original to both Revlon and Elizabeth Arden brands’ iconic heritage,” Garcia said.

Last month in an internal memo, Garcia said the company aims to reach $5 billion in sales within five years by reinvigorating brands and stepping up marketing. He said Revlon would become a top 10 global beauty brand by hitting that target. Including Elizabeth Arden, the company generates $3 billion in a year in sales. Prior to the combination, Revlon ranked 22nd, according to Women’s Wear Daily.

Wells is the founding editor in chief of Allure magazine, allure.com, and the Allure video channel. During her 25-year leadership tenure, she created the Allure Best of Beauty Awards, the Best of Beauty seal, and the Allure Beauty Box subscription service. Highly respected in the industry Wells is recognized as an innovator in media and in beauty. In addition to establishing Allure as the preeminent beauty authority, she provided the highest level of journalistic coverage on important health and beauty topics for her readers.

Recently, Wells was contributing beauty editor at large at New York Magazine’s The Cut and the producer of “The Linda Wells Report,” a beauty magazine within Hearst’s Harper’s Bazaar, Elle, Marie Claire, Cosmopolitan and Town & Country since March 2016.