Revlon Names Terri & Sandy Creative Agency for Four Legacy Brands

Revlon, the iconic beauty company, has announced a new partnership with independent creative agency Terri & Sandy for four of its brands: Almay, which pioneered hypoallergenic cosmetics for sensitive skin; Mitchum, the high-efficacy antiperspirant for men and women; Creme of Nature, a haircare brand specialising in nutrient-rich natural ingredients for textured hair; and American Crew, the world’s leading professional men’s grooming brand. 

The win came following a seven-week competitive review led by Peter Carter of search consultancy Creative Haystack.

Revlon has tasked Terri & Sandy with developing a new brand platform, rooted in an evolved digital-first strategy, and integrated marketing efforts for each brand, with an eye toward the products’ individual market positions and target demographics.

“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” said Geralyn Breig, president, North America for Revlon.

The first work from Terri & Sandy across all four brands is expected to debut in 2025.

“Terri & Sandy was chosen for the strength of its strong strategic skills, track record of business-building advertising, ability to speak to the varying target audiences, and their ‘fun but polished’ personality that blended well with the client,” said Peter, Creative Haystack’s founder & CEO. “It also didn’t hurt that everyone at the agency wore Revlon lipstick when they met the client–and I mean everyone.”

Revlon marks the latest in a string of new business win for Terri & Sandy under new president, Peyton Sutton, who joined the agency’s executive leadership as co-founder Terri Meyer announced her retirement from advertising. Other brands to join the roster include online skincare platform Curology and sister brand, Agency, and Dewey’s Bakery.

“Each brand has its own superior product offering, diverse consumer audience and are at various phases in their growth journey - but all share a common desire to deliver breakthrough work that will fuel their business,” said Peyton Sutton, president of Terri & Sandy. “These are brands that we’ve known and loved, and to have a front row seat to the next phase of their growth is a dream partnership for Terri & Sandy.”