Revlon Group has selected Horizon Media to be its media agency of record for the U.S. and Canada following a five-month review.  

In addition to the flagship company, brands in the group include Almay, Elizabeth Arden and American Crew. Previously the company handled media chores in-house. Initiative had previously handled media duties for the cosmetics firm but parted ways in 2020. 

The company spent about $22 million on media in North America last year, according to agency research firm COMvergence. 

In recent years Revlon has struggled financially. Last month it emerged from bankruptcy after lenders acquired the company, reducing its debt load by $2.7 billion. The new owners include Oak Hill Advisors, King Street Capital and others. Debra Perelman remains CEO. 

Horizon will lead brand and performance media for Revlon Group’s entire North America portfolio.  The two firms will work together to expand consumer loyalty, deepen engagement, and drive new product launches, while also furthering Revlon Group’s digital transformation.  

“Horizon’s distinctive data-led approach will accelerate our digital performance and drive effective marketing campaigns,” stated Brian Gearhart, VP, Media & Digital Marketing at Revlon Group.  “The team’s unique approach will enable our brands to further connect with consumers in a meaningful way and grow our loyal consumer base.” 

“Revlon Group has a visionary team and a compelling plan for evolving its universally loved portfolio of brands,” added Horizon CEO Bill Koenigsberg. “ We are committed to bringing innovation and technology-inspired ideas that can scale across these brands.”