By  on September 30, 2005

NEW YORK — Revlon might be keeping its two biggest innovations for 2006 under lock and key, but the cosmetics company has detailed the balance of its spring lineup, which includes the overhaul of the ColorStay franchise.

During a recent meeting, the company would not comment on the aforementioned initiatives, but retailers have said they include repositioning the Almay brand to make it easier to shop and adding a premium-priced cosmetics line for mature women called Vital Radiance. Revlon president and chief executive officer Jack Stahl hinted at these plans during a third-quarter conference call in August.

Revlon executives might have been mum on the Almay and Vital Radiance front, but they were eager to talk about upcoming changes to the company's flagship brand, Revlon. The company's revamp of the 11-year ColorStay line brings Revlon closer to completing a brand-wide renovation, which began earlier this year with the introduction of refreshed beauty tools, and made-over SuperLustrous and Age Defying franchises.

ColorStay — born in 1994 as ColorStay LipColor — now extends across the lip, face, eye, and nail care categories. Revlon rolled out ColorStay 12-Hour Eyeshadow last spring.

"This franchise has excelled since the day we introduced it," said Carolyn Holba, Revlon's vice president of marketing for color cosmetics and skin and new product development. "If we were to break out all the products that encompass ColorStay, it would be the number seven brand in the marketplace."

Revlon's reintroduction of Age Defying with Botafirm earlier this year fueled the franchise's foundation sales by more than 65 percent to $28.7 million over the 52-week period ended Sept. 4, outpacing flat category growth, according to Information Resources Inc. (which excludes Wal-Mart). The company seeks to do the same for ColorStay with a new range of foundations, pressed powders and concealers.

Each of the reformulated products contain SoftFlex technology, described as a cushioning polymer complex that makes the makeup easier to apply and more comfortable to wear. In the past, women had complained long-wearing formulas imparted an unwanted tightening feeling on the skin, according to Revlon's consumer research. The ColorStay foundations are available in two formulas, Normal/Dry and Combination/Oily, for $12.99 each.

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