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April 11, 2006
By: TOM BRANNA
Editor
Revlon Inc. is focused on women over age 50. As part of a turnaround effort, the company unveiled its biggest launch in more than a decade, Vital Radiance, a line of makeup formulated for older women. This age group has been forgotten from cosmetic companies focusing on age-defying beauty products for women in their 30s and 40s, and not the segment is becoming very beneficial to the growth in cosmetics. According to ACNielsen, female heads of household over age 45 account for about 69.3% of cosmetic purchases at mass retailers. Other cosmetic retailers are expected to focus on this age group as well. L’Oreal, is expected to introduce a cosmetics and skin care collection exclusively marketed to 50- to 60-year-old women this fall. Procter & Gamble Co. is also allegedly studying the older market.
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