Revlon taps new leader for brand turnaround

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Revlon taps new leader for brand turnaround


The company announced that Serge Jureidini will be joining the company as president, Elizabeth Arden & Fragrances, reporting directly to Fabian Garcia, president and CEO of Revlon.

Last month Revlon announced its first major marketing push since it bought Elizabeth Arden last year by partnering with Amazon and Lady Gaga. The deal aims to reinvigorate sales and better reach millennials, something that Jureidini has experience with.

Jureidini spent nearly 20 years at L’Oréal in management roles of increasing responsibility in the Luxury Division in EMEA, Asia and North America, including his latest positions in New York as President of the Designer Fragrances Division and President of Lancôme USA. Most recently, Jureidini served as president and CEO of Arcade Beauty, a private equity owned global company focused on multisensory sampling solutions for the beauty industry.

“As we continue to build and strengthen our portfolio of iconic brands, Serge’s over 25 years of experience in the beauty industry, across all product categories, as a supplier to the industry and leading brands in the prestige channel, will help us achieve our growth ambitions," Garcia said. "His extensive knowledge of the prestige and specialty channels and leadership experience with both multi-category franchise brands and fine fragrances make him a great fit for this strategic role. We are delighted to have Serge join the team of industry leaders that we are assembling to advance our growth strategy and position Revlon as a world-class beauty leader."

In his new role, Jureidini will lead the strategic direction and growth priorities for both the Elizabeth Arden brand and Global Fragrances. Jureidini will succeed both JuE Wong, President, Elizabeth Arden, who has decided to leave the company, effective March 31, and George Cleary, President Fragrances, who has recently left the company.