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Despite disappointing fourth-quarter results, Revlon Inc.’s first half is off to a busy start as the company focuses on revving up its product portfolio, particularly in color cosmetics.
The firm is launching two new lines under the Revlon brand, Matte Collection, which is a color makeup range, and Crème Gloss, a lip gloss line, both of which are meant to play up the brand’s authority on color, said Elizabeth Crystal, senior vice president for Revlon and Almay Color Cosmetics. As part of that effort, Revlon is also introducing 15 new trend-driven shades in its core nail franchise.
With a rollout that began last month at food, drug and mass chains, Revlon’s 28-stockkeeping-unit Matte Collection offers items for the face, eyes and lips. Designed to give women a luxurious modern matte finish that isn’t cakey, the lineup includes lipsticks, blush, eye shadows and eyeliners, all in vivid runway-inspired hues. Items in the line retail from $4.99 for eye shadow to $9.99 for eyeliner. Lipsticks are at a suggested price of $6.99. Matte, which will be supported by print ads featuring Beau Garrett, could bring in as much as $20 million in first-year sales, said industry sources.
Allan Mottus, a beauty industry consultant, said Matte’s pricing structure seems to be in line with where the consumer is now, noting that retailers will likely take the SRP down $1 to $2. “The consumer doesn’t necessarily want to spend $9.99 for products anymore. What is happening is Revlon is going in at a moderate price because of the recession.…The Revlon people are shrewd enough to figure that out.”
The Matte Collection was used on models at Diane von Furstenberg’s spring show last September — a feat made possible by Revlon’s recently appointed and first-ever global artistic director, Gucci Westman, who worked von Furstenberg’s show.
“With Gucci as our consultant we’ve really gone back into our color stories,” said Crystal. “She brings the world of fashion to our consumers.”
Also new to Revlon’s portfolio for the first half of the year is its Crème Gloss collection, a new line of lip gloss in “megawatt” color, pumped with collagen and vitamin E to give lips a fuller and softer appearance. The collection boasts 15 modern shades of gloss, which retail for $9.99. To represent this extreme shine collection, Halle Berry will be appearing in print and TV advertising.
The company is also throwing its weight behind another major new product—the Revlon Pedi-EXPERT, a pedicure kit that hit stores in December . It retails for $9.99.
Leveraging its Age Defying franchise, Revlon has also introduced its new Age Defying Spa Foundation and Concealer, which infuses Stone Therapy minerals and vitamin C designed to energize and brighten the skin. The lineup includes eight shades and is available at all major mass and drug retailers nationwide. The foundation retails for $13.99. Additional Revlon launches include a new Liquid Eye Pen and Brow Enhancer under the brand’s ColorStay franchise, as well as a blush, bronzer and defining waterproof mascara within Revlon’s Beyond Natural collection.