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Costa Resigns as Manager of Revlon Infomercial Unit

NEW YORK -- Steven Costa has resigned as vice president and general manager of the new business development division at Revlon. The division was formed to create infomercials, among other things.<BR><BR>The company said Costa resigned to pursue other...

NEW YORK — Steven Costa has resigned as vice president and general manager of the new business development division at Revlon. The division was formed to create infomercials, among other things.

The company said Costa resigned to pursue other opportunities and that there are no plans to replace him.

Harry Durity, senior vice president of corporate development, continues to oversee the division.

Revlon’s first infomercial for Dolly Cosmetics, hosted by Dolly Parton, was tested in November. Industry sources said it did not test well. The firm changed the infomercial and currently is rolling out the new version.

“The infomercial is airing now in close to 50 markets. There are other plans in the works for the new business development group,” the Revlon spokeswoman said, declining to elaborate. Costa could not be reached.

Revlon chairman Ronald O. Perelman has bought an estimated 40 percent stake in Guthy-Renker, an infomercial firm, through his holding company, MacAndrews & Forbes.

Revlon is expected to produce more infomercials through its alliance with Guthy-Renker.