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Revlon Relaunch

Called Flair, the floral chypre will kick off Revlon's robust effort to rebuild its fragrance business in department stores.

As if to underline the boldness of its planned reentry into the thorny thicket of department store fragrance, Revlon will introduce an equally bold scent. Called Flair, the floral chypre will kick off Revlon’s robust effort to rebuild its fragrance business in department stores, a channel it departed more than a decade ago.

“If you want to be a major player in the fragrance market, you absolutely have to go where the market is,” said Robin Wood, senior vice president of beauty care for Revlon. The firm’s consumer research indicated that of the 20 million women who purchase Revlon cosmetics in the mass market each year, 60 percent — or 12 million — buy fragrance in department stores.

With that knowledge in mind Revlon — a pillar of mass — sees an opportunity to move beyond the confines of its current distribution channel.

“We feel that we have key equities to leverage that are attractive to the department store shopper,” said Wood, emphasizing that the company isdetermined to become a big player.

Revlon’s strategy includes launching one major fragrance a year over the next three or four years.

For complete coverage, see tomorrow’s WWD.