Revlon’s New Cosmetics Target Women 50+
Revlon is out with a line of makeup formulated for older women in its biggest launch in more than a decade.
The new line, Vital Radiance, is part of a turnaround effort to rejuvenate the company that also includes a restaging of its Almay brand.
Vital Radiance was created for women over 50 and offers more than 100 products in a hydrating formula for the face, eyes and lips. Face product color palettes are softer for an energized look and eye shadows are more subdued, available in shades such as Pink Sands and Desert Dunes. Bolder type on the packaging allows for easier reading and a toll-free number offers the option for personalized service. The products, which hit store shelves over the past few weeks, range in price from $12 to $19.
At a detailed, dedicated Web site, Vitalradiance.com, consumers can learn about and view the product line. Consumers can take a face, eyes, lips or full consultation questionnaire to receive customized product samples based on their answers. A section called the Vital Radiance Community, offers a place for visitors to learn, to be inspired, and to share stories with other women, the site said. Visitors can also view TV spots, which include a toll free number to receive samples.
Revlon also plans a reward program, Radiant Rewards, (coming soon) that will provide members with exclusive benefits, opportunities and offers based on purchases.
Revlon said that female heads of households over age 45 account for about 69.3% of cosmetics purchases at mass retailers, citing data from ACNielsen.
During two years spent researching and developing the line, Revlon discovered that women over age 50 were experiencing various kinds of makeup problems, including issues with color, dry skin and dry products, according to news reports.
In February, Revlon said that it was overhauling its business, eliminating about 165 jobs, or about 2% of its global workforce. The cuts are expected to save about $15 million annually. The company expects to take a $10 million charge next year for severance packages and other related costs (Xtra, Feb. 2).
Meanwhile, losses at the overall company continue to narrow. Last year, Revlon lost $83.7 million, versus a loss of $142.5 million in 2004. Net sales hit $1.33 billion, up from $1.29 billion in the previous year.
The company’s other brands include Ultima II and Mitchum.
Many cosmetics and skin care companies have focused on researching and developing age-defying products as the huge Baby Boomer population continues its march toward old age. However, cosmetics targeting that group are a hot new segment.
L’Oréal, which markets it own age-defying brand, Age Perfect, plans a cosmetics and skin-care collection introduction this fall for women in their 50s and 60s. And Procter & Gamble Co., which markets Cover Girl’s Advanced Radiance in the age-defying segment, is reportedly studying the older market.
