Bloomberg

Revlon Inc. (REV - Get Report) tumbled to a four-month low Tuesday after analysts from Jefferies noted that Nielsen data showed the cosmetics group's recent sales declines had far outpaced those of its rivals.

Shares were down 19.40% to $20.61 in afternoon trading. 

Data tracking sales over the four weeks ending on February 23 showed Revlon sales falling 15%, Jefferies highlighted, well ahead of figures posted for rivals such as Coty Inc. ( COTY - Get Report) , L'Oreal ( LRLCY) and e.l.f. Beauty Inc. ( ELF - Get Report) . After reviewing the Nielsen data, Jefferies Stephanie Wissink noted that mass beauty sales fell 4% in the trailing 4 week period, with all categories stepping lower.

By brand, Wissink said Revlon's sales 15% decline was a deceleration, L'Oreal's 2% decline was a slight deceleration, e.l.f. Beauty's 3% decline was stable and Coty's 4% decline was improved. She keeps a hold rating on all four mass beauty product makers.

In November, Revlon reported adjusted third-quarter earnings of 14 cents a share, which exceeded Zacks' consensus estimate of a 40 cent a share loss. It also improved from the loss of 38 cents a share a year ago. Net sales were $655.4 million, compared with $666.5 million a year ago. But operating income came in at $2.3 million, compared to operating loss of $5.4 million at the same time last year.

At the time, CEO Debra Perelman said that "we are now re-allocating and re-aligning our resources to build new capabilities in higher-priority growth areas, as well as driving operational efficiencies to reduce our cost base." She warned that "this will lead to some headcount reductions."

The last time the stock fell more was nearly two years ago, when it slid 24% on May 5, 2017.