REVLON DECIDES TO STAND BY ITS BRANDS
Byline: Cara Kagan
NEW YORK — Revlon has found its focus.
The company, which has been criticized for losing interest in its introductions, plans to build two of its most successful new properties — Age Defying foundation and ColorStay Lipstick — into total businesses.
Revlon plans to achieve this aim through stepped-up advertising budgets, continued in-store sampling and line extensions.
“This idea represents somewhat of a shift in strategy for us,” said Kathy Dwyer, executive vice president of marketing. “Instead of spreading out our efforts over a lot of little projects, we are taking what is working for us and making it better. Our goal is to build Age Defying and ColorStay into megafranchises.”
In April, the company will add three items to its Age Defying line of foundations, concealers and pressed powders that are aimed at women over 35. At the same time, Revlon will boost ColorStay’s shade selection to 30, up from 20 last year.
The quest for megabrand status has its price. According to Dwyer, next year Revlon plans to double the advertising support of both Age Defying and ColorStay. While she declined to elaborate, industry sources estimated ColorStay’s and Age Defying 1995 print and TV advertising budgets would be $18 million each. Age Defying campaigns will alternate every other month with ColorStay campaigns.
Revlon plans to continue its in-store sampling program, which it started last year with the launch of Age Defying. In a practice somewhat unusual for the mass market, Revlon will place tester units, with every shade of ColorStay and each Age Defying product and in all shades, in its 25,000 doors year-round.
“We found that many women are hesitant to buy items in the mass market because they cannot try every shade and aren’t sure how it will look on them until they get home,” Dwyer said. ColorStay and Age Defying print ads will continue to contain pull-out cards with shade information. ColorStay ads will feature tips on how to match lip color to nail color; the Age Defying card will show all eight foundation shades and give advice on how to choose a corresponding powder and concealer.
The new Age Defying items are: eight shades of Extra Cover Creme Makeup with a suggested retail price of $9.95 each; six neutral shades of Eye Color, at $7.40, and six shades of Cheek Color at $9.95.
Age Defying foundation was launched last March with eight shades to meet the needs of women over 35. In October, the line was extended with three shades of concealers and three shades of pressed powders.
All the products contain color pigments wrapped in moisturizing emollients to act as a barrier between the skin and makeup. The company maintains that since the products don’t settle into fine lines, the skin’s surface appears smoother. Age Defying also contains moisturizers and sunscreens.
Company executives declined to comment on sales figures, but industry sources estimated that the Age Defying franchise would generate a wholesale volume of $50 million by the end of next year.
Age Defying print and TV campaigns will break in January. Ads for the new items, which will continue to feature Melanie Griffith, now sporting a new pixie haircut, will appear in April women’s magazines, along with a $2 coupon on any Age Defying purchase. Revlon is augmenting ColorStay’s 20-shade palette, which was launched last June, with 10 colors. Revlon maintains that ColorStay’s long-wearing technology is the first of its kind in the mass market. The product was created to set in 60 seconds and promises transfer-proof, all-day wear.
Revlon is also launching ColorStay Lip Condition with SPF 6, designed to seal in moisture and prevent lipstick from fading, feathering or bleeding. ColorStay carries a suggested retail price of $8.50.
“The lip conditioner is one of our first steps to extending the ColorStay technology into other color cosmetics categories,” Dwyer said. “We see this concept of long-wearing, transfer-proof color as having broader implications than just lipstick. Other items will be forthcoming.”
In the six months ColorStay has been on the market, it has captured a sizable portion of the $560 million lip category.
According to industry sources, the new lipstick is expected to garner a 6 to 7 percent share this year, or $33 million to $39 million in retail sales.
Sources project that ColorStay, with its increased advertising budget and additional shades, will command 12 percent of the market, or at least $67 million at retail next year.
ColorStay’s 1995 print and TV advertising campaign, which will continue to feature Cindy Crawford, will break in February.
“Going forward, our main emphasis will be to continue to position ourselves as a color authority, while putting some substance behind the beauty with technologically advanced products like ColorStay and Age Defying,” Dwyer said. “At the same time, we will continue to look to build brands into major franchises so that they become a part of our core business.”