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Marketing in Brief: Revlon

This article was originally published in The Rose Sheet

Executive Summary

Revlon: Spending $12 mil. on print and TV ads for its hair color brands in 1995, according to the firm. Fifteen- and 30-second spots on MTV featuring Revlon's Rev Up Conditioning Color Enhancer will break in September, Revlon says. Print ads for the hair color line will appear in Glamour, Mademoiselle, Seventeen and People. Targeted to 14-26 year-olds, Rev Up washes out in six to eight shampoos. Priced at $4.99 for one application, the color enhancer is available now in 12 colors ("The Rose Sheet" Dec. 5, p. 4). Revlon's Colorsilk permanent hair color and Shadings Harmonizing Hair Colorant will be advertised in "leading" women's magazines such as Allure and Vogue, the company said. Revlon is expanding the Colorsilk line with Bright Auburn, Dark Soft Brown and Natural Blonde colors and Shadings with Spicewood, Red Hot Red and Sandstone versions...

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Marketing In Brief

ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says
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