In an effort to replicate last year’s fourth-quarter success with its James Bond movie tie-in, for this fall Revlon is putting its muscle behind three holiday collections, the biggest of which is Revlon Red Rocks.
Betting that women are ready to celebrate, Revlon has crafted a bold collection of red shades — something for everyone, according to Revlon marketers. Debra Leipman-Yale, executive vice president and chief marketing officer for Revlon, said the company has employed several of its models to appear in TV and print ads, and in-store materials to show the versatility of red. Typically, only one or two women appear for a given collection.
Revlon is feeling a little bolder these days. While still burdened with a $1.7 billion debt, its retail sales been showing promise. Market share has been inching up for nine consecutive months. For the second quarter, Revlon’s market share grew six-tenths of a point for a 17 percent market share, said Leipman-Yale, citing ACNielsen data, which excludes Wal-Mart.
“We are encouraged by our progress,” said Leipman-Yale.
Revlon Red Rocks, a palette of Super Lustrous lipsticks in various reds with matching Revlon nail enamels, also offers a limited-edition blush in rose — Shimmy Blush — and four Shimmy Shadows in Sparkle, Champagne, Toast and Chestnut. The pressed powders are in a basket-weave pattern and come in round black lacquer compacts. For those not wanting a truly red lip, there is Shimmy Shine lip gloss palette. To complete the experience there is Red Rocks fragrance, a tropical floral, for $10.99.
For more sparkle on the nails, there is the Revlon Snowglobes collection, which features limited-edition glittering topcoat shades. There are also Snowglobes nail polish sets containing a base coat and glittery top coat, for $5.99. Rounding out the holiday offering is Holidazzle, a lip offering with four shades of Overtime lip color, each of which is matched with a complementary sparkly topcoat. Four new shades of LipGlide will debut with the collection, along with two limited edition shades.
The promotions will be customized for retailers. For instance, Target will have a unique TV spot, while CVS will have a gift offer. Sources said that Revlon may also offer some novelty items with a chocolate theme for holiday, and separately has been negotiating with MTV for a concert sponsorship tying into Red Rocks.Leipman-Yale pointed out that Revlon now has four items among the top 15 bestsellers in the mass cosmetics market — Always On nail color, Overtime lipcolor, ColorStay Natural makeup and Moisturous lipcolor. This time last year, it had one.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia