Revlon bets on Spain as the engine of its global cosmetics and perfumery production. The American company has just launched two major projects at its plant in El Pla de Santa Maria (Tarragona) that not only expand its logistical capacity, but also add a specific manufacturing line for Elizabeth Arden, scheduled to start in June of this year.
The move occurs just as other large firms in the sector are outsourcing or relocating their production, so it seems that Revlon is betting on maintaining and expanding its footprint in Europe.
The company has built a high-tech logistics center with an automated silo capable of handling thousands of pallets and preparing B2B orders with greater efficiency. This infrastructure is already in the testing phase and, when it is at full capacity, it will primarily serve the European market, although it will also serve and supply part of the demand in Asia.
Additionally, in an already existing space within the same complex, Revlon will launch a line dedicated to Elizabeth Arden, aimed at producing soft capsules with a biodegradable gel that protects the active ingredients from light and oxidation, a clear sign that the brand wants to elevate the category with technical innovation.
The Tarragona plant has more than 41,000 m² built on a 100,000 m² plot and is the second largest factory of the group in the world by volume and technology, only behind its facility in North Carolina (USA). Approximately 75% of what is produced here is destined for Europe.
This growth brings with it a real impact on local employment: after adding nearly 100 new positions, the workforce now exceeds 570 workers, reinforcing Tarragona as a key industrial and economic hub in southern Europe.