In her own words

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Revlon's exec VP-chief creative officer Rochelle Udell talks about the thinking that drove the beauty marketer's turnaround with Ad Age reporter Stephanie Thompson.

AA: What are the biggest changes to Revlon's overall marketing strategy since you were brought in four years ago?

Ms. Udell: We're committed to listening to our consumers and meeting their needs. Where the consumer mind-set intersects the marketplace is the "sweet spot." We're acutely focused on using innovative techniques to gain consumer insight. We're turning these insights into meaningful innovation faster than ever, and we're leveraging every consumer touch point so that all our marketing actions connect and play off each other for maximum impact.

AA: How has Revlon adapted to the shifting retail landscape?

Ms. Udell: Shoppability, shoppability, shoppability! We want to capture the interest of the consumer as she walks down the beauty aisle with clean, clear, consistent communication. We've simplified and customized her shopping experience.

AA: As the lines between mass and prestige channels blur, how is Revlon adapting?

Ms. Udell: Together with our retail partners, we identified significant market opportunities and are bringing "healthy beauty" to mass in a big way-with the relaunch of Almay-and are helping to bring back a shopper that, in some cases, had dropped out of the category altogether-with Vital Radiance for women over 50.

AA: What are you doing to take advantage of the new trend of consumer control?

Ms. Udell: Women love the beauty category because it is a form of expression, a way for them to express their personality, to reinvent themselves, to harness the power of the individual. It all starts with her, so it is up to us to create great products that fulfill her uniquely personal needs.
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