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Revlon Branches Out

NEW YORK — Revlon is breaking into some new territory.<br><br>Already the leading marketer of beauty implements at mass, the company is now putting its name on a collection of artificial nails. In a partnership with Pacific World, which markets...

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NEW YORK — Revlon is breaking into some new territory.

Already the leading marketer of beauty implements at mass, the company is now putting its name on a collection of artificial nails. In a partnership with Pacific World, which markets the Nailene brand, Revlon will unveil a 23-stockkeeping-unit nail lineup in January.

“They believed that it was a logical extension of their brand,” said Kenneth Robinson, vice president, marketing at Pacific World. “Revlon doesn’t participate in the artificial nail category at all, and the brands there are today are sizable brands, but there is a low awareness outside the category. Revlon could bring something new to the category and raise its awareness.”

According to Information Resources Inc., retail sales of artificial nails last year hit $124 million.

Over the past two years, Revlon has been losing nail polish market share to Sally Hansen, but it still maintains a reputation as a leading authority on color and fashion, noted Robinson. With its history as a color authority, naturally the nail collection will “concentrate on color designed nails,” he said. “It’s what you would expect from Revlon.”

The mix of kits will include press-on nails, which last about three days, and a glue-on variety that lasts up to 10 days. Additionally, there are two nail glues, one for reapplying nails and the other for fixing broken nails. Both are brush-on formulas. Each retails for $3.50. The kits range from $7.99 to $9.99, somewhat higher than the category’s average $4.99 kit. There is also a deluxe acrylic kit for $23.

Retailers are hoping Revlon will bring new users to the category, “and represent a premium offering,” said Robinson.

At present, there is no advertising planned exclusively for the artificial nails, but the products may be mentioned in ads along with other licensed Revlon products.

Meanwhile, Revlon has caught spa fever.

This summer, through a licensing agreement with Helen of Troy, the brand added MoistureStay Paraffin Baths, a new three-item line designed to smooth and hydrate, dull, tired skin. The standard Paraffin Bath comes with three pounds of wax and 30 plastic liners for $29.99. The MoistureStay Fast Heat Up Luxury Paraffin Bath is $39.99 for four pounds of wax and 60 plastic liners. Then there is the MoistureStay Luxury Paraffin Bath with Digital Timer, which includes four pounds of wax, 60 plastic liners and two insulated thermal mitts, for $49.99.

It also added Revlon MoistureStay Nail Spa, a basin that circulates water to massage hands and nail beds, priced at $14.99. There is also the MoistureStay Manicure/Pedicure System with Nail Dryer, an at-home manicure system for $29.99. It comes with seven styling attachments to file, clean and shine nails. The built-in nail dryer dries nails within 10 to 15 minutes.

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