By  on May 7, 2010

Revlon Inc. is gearing up for a product-filled second half, though the firm is refining its focus on the brands it already markets.

The core new product launch under the Revlon brand is a lash enhancer-mascara called Grow Luscious by Fabulash, a first for the mass market, claimed Donna Baird, vice president, marketing. It marks Revlon’s second aggressive move into the explosive mascara category this year, following Double Twist, which launched in the first half. Grow Luscious looks to go up against hot items such as Latisse and L’Oréal Paris Double Extend Lash Boosting Serum.

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