New Global Brand President Silvia Galfo on Making Revlon Relevant Again

Revlon is slowly but surely trucking along on its turnaround path. The latest effort is Lash Loudly, a digital-first video campaign featuring new global ambassador Mette Towley alongside fellow dancer David Hallberg. The video is a more conceptual departure from traditional Revlon advertising efforts, which once might have been just 30 seconds of product-pushing. Towley and Hallberg are shown dancing in competing individual styles — Towley with high-energy freestyle moves and Hallberg performing classical ballet. The product the video was made to promote — Revlon’s new Volumazing mascara — is barely seen. At the helm of Revlon’s new marketing efforts is Silvia Galfo, who was promoted to global brand president in February, taking over from Anne Talley. After stints with Lancôme and David Yurman, Galfo joined Revlon last year as senior vice president of product innovation, business development and packaging design, charged with re-energizing the entire portfolio of brands to move faster and think more trend-driven. Now focused solely on the Revlon brand, Galfo’s attention is on making it more attractive to young consumers in an increasingly fragmented and sluggish mass-market landscape. It’s been slow-going thus far — the brand’s sales were down 5 percent year-over-year in the four-week period ending June

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