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Maybelline

This article was originally published in The Rose Sheet

Executive Summary

Third quarter earnings per share will be approximately 25, compared to 36 in the third quarter of 1993, the company says, due to "slower than expected sales growth in the Revitalizing brand, coupled with the continuing trend of retailer inventory reduction." The company says that the factors may also lead to full-year 1994 earnings per share dropping below 1993's year-end figure of $1.25 per share. Maybelline attributes slow Revitalizing sales to display reconfigurations at the retail level that took two to three months longer than anticipated. To compensate, the company plans to add promotional support with couponing and other trial incentives for Revitalizing. The firm also recently launched new television and print ads for the brand. Maybelline notes that it is expanding its ongoing share repurchasing program
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