NEW YORK — Revlon is out to prove that 2004 was not a typical year.
The cosmetics company’s 2005 lineup includes signing new celebrity spokeswomen, such as Susan Sarandon and Kate Bosworth. Revlon also shines a spotlight on its ability to pump out a bountiful amount of launches, showing that this year’s slimmer-than-usual new product portfolio was an anomaly — one due merely to tweaking its new product development process, which has a lead time of 18 to 24 months.
Next year’s vision includes the company taking charge of its sexy and confident brand positioning and bringing existing franchises up to date with reformulations. Repackaging plays a key role, too — at least one upgrade could set an industry trend.
One of Revlon’s most hopeful prospects is Fabulash Mascara, a volumizing formula with a breakthrough brush design, one that grabs onto even the shortest lashes in very few strokes. Fabulash marks the company’s first foray into the everyday mascara business. It will be available in three shades — black, brown and dark black — and will employ premium packaging. A waterproof version is expected for the second half. Fabulash will retail for $6.99 and will be in stores in January.
Then there’s Revlon’s ColorStay 12-Hour Eye Shadow, available in 10 quad offerings and six singles stockkeeping units. Each contains two brushes, one that’s narrow for lining and one that’s thick for full coverage. Formulas have been designed to stay on all day without creasing. The new shadows will be merchandised on cards and will replace Revlon’s Wet/Dry shadows. The 12 Hour shadows will retail for $4.29 per single and $6.99 per quad.
Most of Revlon’s remaining product introductions are in the form of reformulations of existing brands and new packaging. For example, Super Lustrous Lipstick will get a facelift, with increased branding and a see-through top — an industry first — allowing consumers to see the lipstick’s shade without opening the tube. The lipsticks will also sport a locked barrel when caps are engaged, to avoid smashed tips — another industry first. An improved, silkier, moisturizing formula with 30 new shades will round out the brand’s 72 shade count, making it the industry’s largest.
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