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ALMAY ADDING FASHION IMAGE TO BRAND'S HYPO-ALLERGENIC POSITIONING

This article was originally published in The Rose Sheet

Executive Summary

ALMAY ADDING FASHION IMAGE TO BRAND'S HYPO-ALLERGENIC POSITIONING by offering new products and line extensions in an expanded shade range as well as new packaging beginning in the spring. "All About Color," a promotional campaign breaking with the launches, will present the line's new image while maintaining Almay's traditional benefits of being "gentle, hypo-allergenic and safe." Almay also is updating its blue-and-white packaging by adding silver graphics during 1995.
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