Revlon Inc. has a busy second half planned with the launch of two new makeup lines in the Revlon and Almay portfolios — Beyond Natural for Revlon and Almay’s Bright Eyes line. In addition, the company also is expanding its existing Revlon and Almay assortments with a slew of new items.

According to Information Resources Inc., Revlon generated $799.9 million in sales in food, drug and mass stores for the 52-week period ended July 30, a sales increase of 4.4 percent compared with the previous year. Sales figures exclude Wal-Mart. (See above story on Revlon’s recent quarterly performance.)

This story first appeared in the August 1, 2008 issue of WWD.  Subscribe Today.

Launching this month at food, drug and mass chains, Beyond Natural is an eight-item makeup line for the face, eyes and lips. Designed to help women achieve a natural, flawless look, the lineup includes a primer, foundation, two-in-one concealer and highlighter, eye shadows, eye pencils, mascara, cream lip gloss and a lip tint with SPF 15. Items in the line retail from $7.99 for mascara to $12.99 for the primer.

“We saw a resurgence of being more naturally glamorous and not having that overdone look in terms of makeup,” said Elizabeth Crystal, Revlon’s senior vice president of marketing worldwide. “We created a more natural look by still using color but using softer shades like rosy pinks and nudes.”

As one of the standouts in the collection, Skin Matching Makeup foundation contains technology designed to adjust to match a consumer’s skin tone to cover imperfections. Available in five shades from light to deep, the lightweight formula contains SPF 15 and retails for $12.99.

To represent this “naturally glamorous” and fresh look, Jessica Alba will be featured as the face for the new line in print and television advertising. Alba was signed by Revlon in April 2007 and has appeared in Revlon’s Custom Creations and Super Lustrous Lip ads.

As an extension to Revlon’s ColorStay Mineral collection, the company is leveraging its ColorStay technology and applying it to the lips with the launch of Lipglaze, a long-lasting lip gloss that contains a mineral complex designed to last up to eight hours. Revlon’s ColorStay Mineral Lipglaze will retail for $8.99 and will be available in 12 shades. Halle Berry will appear in the print and television advertisements for the new lip gloss.

The company also is introducing Revlon Lash Fantasy Total Definition, a two-step primer and mascara that is designed to nourish, thicken and lengthen lashes. Available in regular and waterproof formulas in three shades, the mascara wand is a molded brush that helps separate the lashes for “five times the impact and separation,” said Crystal. Retailing for $8.99, the mascara contains carbon black, which aims to give it a richer color and more defined look.

For Almay, the company is focusing on eyes with its new Bright Eyes Collection, which includes an eye base plus concealer, eye shadow and liner and highlighter duo. Starting at $8.49 for the eye shadow and liner and highlighter duo, the three-item lineup is designed to give customers a more refreshed and radiant appearance. Almay also is launching Smart Shade Concealer, a concealer with SPF 15 that is designed to transform to match a customer’s skin tone, in addition to Truly Lasting Color Pressed Power, which contains a blend of vitamins and antioxidants such as green tea, lemon extract and vitamin E, and is designed to last up to 16 hours.

Additional Revlon launches include a nail care line of Top and Base Coats, Nail Treatment and Cuticle Care products, new nail polish shades and beauty tools, including a grip tweezer, callus smoother and a battery-operated eyelash curler.

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