Online Exclusives

A New Makeup Landscape

June 2, 2010

Revlon and Almay roll out new formats this summer.

Annette Falso, worldwide product development, Revlon Brands, left, and Gucci Westman, renowned makeup artist and Revlon’s global artistic director, hosted a product launch breakfast in New York City
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A New Makeup Landscape


Revlon and Almay roll out new formats this summer.





Revlon and Almay are reflecting the new makeup landscape with innovative formulas, formats and packaging. The latest launches for the second half of 2010 were presented on June 1, 2010, at a breakfast at Revlon’s New York City headquarters. Gucci Westman, makeup artist and Revlon’s global artistic director, presented the new Revlon DayDreamer Collection, featuring bright pastels and on-trend shades. Westman said she took her inspiration from the color landscape of the south of France, and brought it into a range of shades with a multi-user palette, effortlessly chic nail shades, and a centerpiece eye palette collection, which highlighted the versatility of the collection.

Westman said of the DayDreamer Collection, “For my first collection with Revlon, I envisioned a woman that was down-to-earth cool, but also classically chic. I chose the shades so that all women could play with color and find the shades that really reflect their personal style and glamour.”

Revlon DayDreamer Collection, developed by Gucci Westman, embodies effortless chic and spontaneity.
The DayDreamer Collection includes Revlon Nail Enamel, in four shades, including Peach Petal, Lilac Pastelle, Minted, and Gray Suede, each retails for $4.79. In addition, the limited edition Revlon ColorStay 24-Hour Eye Shadow Quad, containing Summer Suedes, features layered interference pigments, to give the colors a reflective quality and added depth, and retails for $6.99.

The new DayDreamer Revlon Super Lustrous Lipgloss, in five shades, including Peach Petal, Pink Pop, Coral Reef, Firecracker and Lilac Pastelle, retails for $6.99, and is available this month in drug and mass retailers nationwide. Westman said this entire collection keeps the skin looking natural and healthy, adding, “You want to keep skin looking natural and this makeup allows you to do that with freckles and all.”

Lashes and Lips

Annette Falso, worldwide product development, Revlon Brands, introduced the new Grow Luscious by Fabulash Mascara, from Revlon, noting that the eyelash trend, which has been supported by such popular products in the marketplace as Latisse, continues to appeal to women seeking eye makeup solutions. The cream, waterproof mascara formula was designed to promote stronger, longer lashes in a multi-benefit mascara and lash enhancer that gives instantly longer and fuller lashes, while helping them grow stronger with each use.

Grow Luscious by Fabulash uses a patented formula of unique fibers and phytopeptide complex to help condition and strengthen lashes, complementing the natural growth cycle by helping to prevent premature breakage. An oversized brush enables one application to instantly plump the lashes, making them look longer and lush. Included in the patented formula are unique fibers and a phytopeptide complex composed of wheat protein, a flexible film former that coats lashes to provide conditioning and strengthening properties, which is also substantive and provides moisture. In addition, panthenol, a pro-vitamin B5, known for softening and moisturizing properties, as well as phytantriol, known for conditioning and moisturizing properties, work together synergistically to provide increased conditioning effect, which helps to strengthen lashes. Falso said the mascara also contains interference pigments, making the lashes look blacker and longer, and stated that 96% of women saw instantly longer lashes with application. Shades include Blackest Black, in both regular and waterproof, Black, Black Shimmer, and Blackened Brown, in regular and waterproof. Each Grow Luscious mascara retails for $7.49, and will be on counter in July 2010.

Scents of Summer nail collection.
Just Bitten Lipstain by Revlon Colorstay is the newest addition to the lip collection, and features a Two-in-One Stain and Balm for long lasting wear and shine. The vitamin-rich formula features Vitamin C for antioxidant protection, protects lips against free radicals, and features a smooth glide marker applicator on one side for precise application and a translucent stick balm on the other for instant moisture and soft shine. Shades include Passion, Twilight, Frenzy, Beloved, Crave, Midnight, Forbidden, Flame, Gothic, and Lust. Just Bitten Lipstain by ColorStay retails for $8.99, and is available next month.

Scents of Summer at Your Fingertips

A sweet-smelling nail enamel collection, Revlon Scents of Summer, available in a limited edition for summer, provides a new take on scent at your fingertips, in a range of shades. Following in the tradition of Revlon’s summer launch last year, which focused on Fruitful Temptations, the new nail enamel collection introduces scents that distinguish the season, in such shades as Cotton Candy, Ocean Breeze, and Beach, which dry down to reveal a sweet fragrance reminiscent of favorite summertime scents.

Other shades in the collection are Peach Smoothie, Orange Pop, Gum Drop, Grape Icy, and Bubble Gum. Each retails for $4.79 and is available through July 2010, while supplies last, at drug and mass retailers nationwide.

Almay’s One Coat and Smart Shade Anti-Aging Concealer

A new feature of the latest Almay One Coat Dial Up Mascara is a click and dial system that allows you to take lashes from full to fullest, with an adjustable setting built into the package that controls mascara deposition. An adjustable dial allows you to control the level of fullness in lashes, with three levels of intensity. A molded brush provides ease of application, so you can go from a daytime look, to a fuller look, and finally to a dazzling evening look, with the click of your dial. Setting number one provides the lightest mascara deposition, number two gives a fuller look, and number three provides the biggest opening in the dispensing system, which releases the highest level of mascara for dramatic, maximum impact.

Almay One Coat Dial Up Mascara
A washable, cream formula allows clump-free application, separates and defines lashes, and is hypoallergenic and ophthalmologist tested. Shades are Black, Blackest Black and Black Brown, with products retailing for $8.49, on counter in July 2010. Almay Face has introduced Smart Shade Anti-Aging Concealer that is designed to match your unique skin tone, as well as reduce the signs of aging with skin-sensing and shade-sensing beads. The Smart Concealer works to conceal and de-puff the delicate area under the eye, while it smoothes and conceals by adjusting to match your skin tone.

Upon application, it transforms from white to the ideal shade of skin tone, while providing anti-aging benefits derived from a breakthrough technology that helps reduce the appearance of wrinkles and boosts elasticity while brightening the skin. The shade-sensing beads transform the shade of the concealer to match the skin tone you desire, based on a range of shades available in Light, Light/Medium, and Medium. The formulation contains a blend of peptides, to reduce the appearance of fine lines, as well as Rice Protein, Sweet Almond Seed Extract, Seaweed Extract and Pea Extract to provide hydration and help firm the skin. The oil-free, SPF 20 formula, is fragrance-free, contains no talc or parabens, and retails for $8.99. It will be available in July 2010.

In addition to their new product announcements, Almay also announced Kate Hudson, as the company’s newest global brand ambassador, who, in addition to being the face of new and existing Almay products, will appear in global multi-media campaigns and company-sponsored philanthropic and fundraising events, including those benefiting The Rainforest Foundation.

A Growing Online Presence

Revlon and Almay are enhancing their online presence with a variety of initiatives, including Facebook and You Tube. There are more visuals, new tools and assets, with easy to find, product and makeup styling information, organized by category. In addition, product and purchase information may be easily accessed, and purchase through www.Revlon.com may be accessed directly through www.drugstore.com.

Makeup videos featuring instructions by makeup artist, Gucci Westman enable visitors to create runway looks seen at the fashion shows of such designers as Oscar de la Renta, Richard Chai, Rag & Bone, and others. Step by step demonstrations, interviews and expert tips, as well as Revlon’s Beauty Lounge, which highlights the favorite picks from such brand ambassadors as Jessica Alba, and others, also populate the site, and preview the latest ad campaigns featuring Jessica Biel and others, wearing the eye, lip and cheek colors of the newest launches. The site, as well as Facebook page, also feature Revlon philanthropic initiatives, including the Revlon Run/Walk for Cancer Research. Revlon’s brand portfolio includes Revlon Color Cosmetics, Almay Color Cosmetics, Revlon Colorsilk Hair Color, Revlon Beauty Tools, Charlie Fragrances, Mitchum Anti-Perspirant, and Ultima II and Gatineau Skin Care.

Additional information may be found at www.revlon.com, www.almay.com, and www.mitchum.com.

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