NEW YORK -- After gaining market share in both its flagship and Almay brands in early 2003, Revlon will strive to build momentum with another round of innovation backed by more than $100 million worth of marketing support through the end of this year.
Revlon, the No. 1 brand in lip, will allocate a portion of that hefty purse to strengthening its position in the eye category.
This fall, two new eye introductions are slated to hit the category. As part of its in house mission of offering women fun and fantasy, Revlon will introduce Revlon Lash Fantasy Primer + Mascara, a two-step mascara that promises to nourish and pump up lashes. The primer, containing vitamins A, C and E, smoothes lashes to build fullness throughout the day without creating stiff, brittle lashes. The color, the second step, thickens and lifts lashes and is available in blackest black, black and blackened brown. Revlon Lash Fantasy Primer + Mascara will be available this August for a suggested retail price of $7.50. Inspired by its LipGlide lip color launched one year ago, Revlon will introduce Revlon Eyeglide Shimmer Shadow, a cream-to-powder shadow housed in LipGlide's signature flow-through packaging. All 10 shades Will be available this August for $6.50.
Revlon also will extend LipGlide with LipGlide Sheer with jojoba oil, vitamins E and C to give lips subtle, soft color. Available in August, the 10 sheer shades will retail for a suggested $9.50.
Revlon's efforts throughout last year--namely, the roll out of its new beauty wall and its beefed-up marketing budget--have upped market share of both its brands through the second half of 2002 and early 2003. Revlon's share reached 17.9 percent and Almay reached 6.2 percent for the four weeks ended Jan. 25,2003, according to ACNielsen data.
"We are a speeding train pulling out of the station en route to great destinations, and [retailers] want to be on that train," Paul Murphy, Revlon's new executive vice president of North American sales, told Drug Store News.
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