How Revlon passed for an Aussie brand

March 21, 2025 11:35

Global brands are constantly searching for local relevance, but many miss the mark. Revlon, however, has nailed localisation so well one creator has admitted she thought it was an Australian brand.

Speaking on a panel moderated by Spark Foundry’s Josh Green at the Mumbrella Retail Marketing Summit on Wednesday, Revlon ANZ’s marketing director Amy Kingon Smith said the brand has worked hard to gain local relevance, through many avenues – local ambassadorships, product development specifically for Australians, or supporting Australian causes, for example.

Despite being headquartered in New York, Revlon is one of Australia’s top mass beauty brands. Kingon Smith said that the global team understands this success only comes by prioritising local nuances.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.