NEW YORK — It’s time to get the red out.
This story first appeared in the July 25, 2003 issue of WWD. Subscribe Today.
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.