REVLON KEEPS MONEY ON SKINLIGHTS
Byline: Laura Klepacki
NEW YORK — Revlon is ready to back Skinlights with another $20 million ad campaign.
With the introduction of the Skinlights Skin Illuminators collection ten months ago, Revlon declares that it has successfully created a new cosmetics category at mass. Designed to add illuminating color to skin, the concept product was introduced in three versions — powder, stick and lotion — each with five shades. There were also promotional eye and lip items and even a limited-edition fragrance. Skinlights items are inspired by the sparkling minerals rose quartz, amethyst and topaz.
Now Revlon wants to build on its new stage. Beginning in January, it will add Skinlights Diffusing Tint, described as an alternative to traditional foundation, in five shades. The lightweight silicone formula provides light to medium coverage with ingredients that reflect light for a radiant look. It is accompanied by Skinlights Illusion Wand, an illuminating concealer, in three shades. Also new are Skinlights Color Lighting, a compact gloss for eyes and cheeks, in five shades, and Skinlights Glosslights for Lips in three colors and a clear formula. Additionally, two shades — bare light and warm light — are being added to the original lineup. The color items and the wand are $8.95 each, while individual face products are $13.95.
Kristen Heinz, category manager, cosmetics at Kerr Drug, is optimistic about the line’s extensions. “Some of the Skinlights have done quite well,” she remarked, adding that the lotions and cream eye shadow quads were some of the best sellers. “The sticks did not do so well, and bronzers were strong in the summer, but have since fizzled.”
Revlon reportedly allocated $20 million this year on the Skinlights launch, with projected sales of $40 million. Cheryl Vitali, executive vice president of Revlon Global, declined to comment on retail volume to date, but suggested the collection had gotten off to a brisk start. “We sold through at our two biggest accounts before ads even went on air,” she said. “By April-May we were back in stock.”
With the expanded lineup, Vitali said, “We want to create and build on alternative makeup looks. We would like this to become ‘the Nakeds’ of the millennium.”