Yesterday, Revlon Group Holdings LLC has announced a significant partnership with the independent creative agency Terri & Sandy. This collaboration involves four of Revlon’s notable brands: ALMAY®, known for pioneering hypoallergenic cosmetics tailored for sensitive skin; Mitchum®, renowned for its high-efficacy antiperspirants for both men and women; Crème of Nature®, a haircare line that specializes in nutrient-rich natural ingredients for textured hair; and American Crew®, the leading professional men’s grooming brand globally.
The selection of Terri & Sandy came after a competitive seven-week review process led by Peter Carter of Creative Haystack. Revlon has entrusted the agency with the development of a new brand platform for each of these brands, emphasizing a digital-first strategy and integrated marketing efforts. The goal is to cater to the unique market positions and target demographics of each product.
Geralyn Breig, President of Revlon North America, expressed enthusiasm about the partnership, stating, “The team from Terri & Sandy impressed us with their powerful understanding of the consumer, and their ability to generate impactful creative ideas executed with top production quality. We are excited to enter this partnership and are highly confident that they will deliver breakthrough communication platforms for our brands, becoming a large part of Revlon’s future success.”
The first creative outputs from Terri & Sandy for all four brands are anticipated to debut in 2025. Peter Carter, Founder & CEO of Creative Haystack, highlighted the agency’s strong strategic skills, proven track record in business-building advertising, and their ability to resonate with diverse target audiences. He humorously noted, “It also didn’t hurt that everyone at the agency wore Revlon lipstick when they met the client–and I mean everyone.”
