NEW YORK -- Revlon is banking on a new lip color, with a spongy applicator tip, to smooth over some of its rough edges.
Jack Stahl, Revlon's newly installed president and chief executive officer, says great brands are created when a company effectively "creates a promise" and then "delivers on that promise." In LipGlide, Revlon is pledging a lip product that delivers high-impact color with the shine of a gloss and coverage of a lipstick.
"This is a top priority for Revlon this year," said Carolyn Holba, vice president of marketing at Revlon. She anticipates Revlon will hit dead-on with its latest lip item. "The lip gloss segment has been really hot and we expect it to continue this year and beyond."
She explained that LipGlide fills a gap in lip gloss market. "There was something missing in lip gloss," said Holba. Consumers told us, "the color aspect was missing."
Continued Holba, "Women didn't want to lose the rich color that they get from traditional lipstick, so we have married those two ideas."
To drive home the color message and reflect Revlon's color heritage, LipGlide tubes are color matched to the lip gloss. There are 20 in all, with names like Nude Slip, Patent Leather Pink and Tangerine Ice. But Revlon marketers expect women will be as interested in its pen-like applicator with the cushion tip as they are in the lip gloss itself. When twisted, the color is pushed through the barrel and emerges in a series of beads from the tip. "You get just the right amount of color and shine," said Holba. "You get really precise application."
The formula contains "ultra-reflective" mini-prisms that interact with light to create "high-impact shine," according to Revlon. The smooth formula doesn't have the "sticky, tacky feel" of other glosses, said Holba. "This glides on extra smooth." Revlon marketers like to say, "It is like patent leather on your lips."
It wears like a traditional lipstick, said Holba, "After a few hours, reapply." A tube is $9.50. It will be in-store in June. The ad campaign is now being created by Revlon's new agency, Deutsch. TV will begin in May, with print ads breaking in July books.
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