Revlon plans to sign an model spokeswoman

Revlon plans to sign an model spokeswoman

Revlon plans to sign an actress/model spokeswoman who will be "highly recognizable and believable to the 35-plus but modern, contemporary woman," said Amy Frankel, exec VP-marketing.
Originally, Revlon had intended to label the product Recapture, but the name was too close to the Capture trademark owned by Christian Dior Perfumes.
"Mostly, we changed the name because Results better represented what we want Revlon skincare to be for the future," Ms. Frankel said. "Results can house new Revlon technology, while Recapture was very specific to a single product story."
As for Eterna 27, Moon Drops and Natural Collagen Complex, Mr. Hammond said each line has been repositioned to best serve individual consumer groups.
The products have also been repackaged and carry a price tag that has been cut 10% to 15%.
Eterna 27 is aimed at women 40 and older who want intensive moisturization; Natural Collagen Complex targets women 25 to 40 who want simple but effective preventive products. Moon Drops is aimed at somewhat younger consumers seeking a simplified skincare regimen.
Eterna 27 won't get media advertising; Natural Collagen Complex is expected to be backed with a mix of heavy spot and network TV starting in March. Moon Drops will be backed with a new, skincare-oriented execution of Revlon's formidable "Shake your body" cosmetics campaign that will run on TV and possibly in print, also starting in March.
Revlon has lots of ground to make up in the $1 billion-plus mass-market skincare category. Ms. Temple estimated Oil of Olay leads the market with a 22% share, while sister P&G brand Noxzema has 10.6%.
She said Unilever's Pond's holds a 7.2% share, tied with Plenitude, though other estimates place Plenitude at a 14% share.
Revlon skincare brands, by comparison, have a 6.5% share, and the marketer's Almay has 3.7%, Ms. Temple said.

No votes yet