NEW YORK -- Come fall, Revlon will aim for a hit at both ends of the age spectrum.
In early to mid-October, the company will relaunch its 20-year-old Charlie fragrance, hoping to draw a younger consumer into its fragrance fold. Meanwhile the company will extend its Age Defying Foundation product, for women over 35, into a three-item line. The average Revlon consumer is 37, according to Cynthia Passmore, the company's director of marketing.
"So we had to come up with a line like this in order to meet the needs of our core consumer," she said.
The new entries will be three shades of Age Defying Concealer and three shades of Age Defying Pressed-Loose Powder that will hit store shelves in October.
"Research has shown us that the usage of nearly every cosmetics product declines when a woman gets older, except for lipstick," said Passmore. "This is because often the products settle into fine lines and wrinkles, accentuating them."
The Age Defying products, however, were created to make the skin look smoother because they will not sink into fine lines.
Charlie, on the other hand, will go after women from 16 to 30.
"Charlie was launched in 1973 as a playful and spirited scent for younger women," said Kathy Dwyer, executive vice president of marketing for Revlon. "While its always been a fairly sizable brand for us, over time the user group has edged up a bit. We seem to be reaching more women over 25."
Despite sales declines over the last several years, sources noted that Charlie remains one of the top five best-selling scents in the women's mass fragrance market.
During the brand's peak in the Seventies, industry sources estimated that Charlie had a wholesale volume of around $85 million. By last year, it had fallen to about $45 million.
"Our goal is to reinvent the brand through injecting vitality and growth back into the business," Dwyer said.
Revlon plans to do that by marketing the concept of a Charlie wardrobe. The company is planning to promote classic Charlie, a green, floral fragrance, alongside Charlie Red, a hotter, floriental scent with fruity, sparkling top notes.
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