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Revlon Ultima II repositioned to women 40+ as brand moves into mass distribution.

This article was originally published in The Rose Sheet

Executive Summary

ULTIMA II REPOSITIONED TO WOMEN 40+ AS BRAND MOVES INTO MASS market doors, including CVS, Revlon said. Ultima II's long- anticipated distribution expansion into mass retail and drug outlets kicked off in July and is still under way, the company said. A print and TV marketing program will support the mass entry and target the brand to women in their 40s and older, Revlon noted. Previously, Ultima II was positioned as a color and skin care brand for all ages, with products that "look good and are good for you," although the company found its most loyal consumers were the 40+ age group.
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