Michelle Peluso on Leading Revlon Through Innovation and Localization
Insights from the 2025 WWD Beauty CEO Summit
A Visionary Leadership Journey
Michelle Peluso, the newly appointed CEO of Revlon, shared her inspiring journey at the 2025 WWD Beauty CEO Summit. In a conversation with CVS Health’s Musab Balbale, Peluso emphasized, “My whole career has been about how technology is changing industries, and that’s exciting for me.” With a robust background in leading companies like IBM, Citi, and Travelocity, Peluso is set to drive Revlon into a new era of growth.
Decoding Leadership Qualities
Peluso believes that exceptional leadership combines expertise with a strong culture. “It’s a rare person who’s both great at what they do and a fantastic leader of people,” she stated. At Revlon, she seeks ‘and’ leaders—those who excel in innovation, storytelling, and relationships while also fostering a progressive culture. Her philosophy is clear: “Maybe not everyone feels that way, but if you don’t, you don’t belong at Revlon.”
Driving Operational Excellence
With a commitment to optimize operations, Peluso is focused on turning around Revlon’s fortunes. The company is already witnessing dollar sales growth, even in challenging markets like China. However, as Peluso pointed out, the real measure of success will be customer retention and unit growth, indicating a deeper connection with consumers.
Speed and Agility are Key
To rejuvenate the brand, Revlon is prioritizing speed in its operations. “We’ve now formalized a speed lane as well as a traditional lane for building product,” Peluso explained. This dual approach allows Revlon to respond rapidly to trends, and artificial intelligence is playing a pivotal role in this transformation. “We’re using AI to think about fast packaging iterations—things that would normally take six to nine months can happen in a few hours,” she added.
The Importance of Localization
In a rapidly changing global landscape, localization is crucial for Revlon’s strategy. Peluso highlighted the challenges posed by a “dynamic tariff environment, macroeconomic uncertainty, and backlash against American companies.” She emphasized the need for Revlon to resonate on a local level, stating, “Those things are real. Any of us who don’t appreciate how many levers China has, don’t have the story right.”
Tailored Strategies for Different Markets
Revlon’s localized approaches include launching successful products like Elizabeth Arden’s skin care capsules in China and introducing SPF-infused color cosmetics in Sydney. In the U.S., the brand recently partnered with rising artist Ice Spice for a fragrance collaboration. These targeted strategies help Revlon connect meaningfully with diverse consumers worldwide.
A Bold Brand Identity
Ultimately, Peluso affirmed Revlon’s commitment to be “unforgettable” and to “live boldly.” She believes that these values must be consistently communicated, even while adapting to local markets. “Showing up a little bit differently around the globe is key to maintaining a consistent impact,” she concluded. Peluso’s vision signals an exciting future for Revlon, driven by innovation and a deep understanding of consumer needs.
