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Revlon Will Maintain Launch Pace In 2009 To Grow Revlon, Almay

This article was originally published in The Rose Sheet

Executive Summary

Revlon will look to grow on new products launching under its namesake and Almay brands in the first half of 2009, the company indicated Nov. 5 during a third-quarter earnings call

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Marketing In Brief

Revlon: Firm introduces Almay Pure Blends, a line of five natural cosmetics - liquid foundation, blush/bronzer, loose finishing powder, eyeshadow and lip gloss. All are over 95% natural and are free of fragrances, talc and parabens, Revlon notes in Feb. 2 release. Products contain an "exclusive complex of fruit and flower extracts," including lotus, orchid and acai to nourish and hydrate skin, the company says. Packaging is made of 44% post-consumer recycled material, on average. Launch is supported by a campaign featuring actress Leslie Bibb, the newest Almay brand ambassador. Bibb will be featured in the upcoming film, "Confessions of a Shopaholic." Revlon announced its intention to introduce natural makeup in November (1"The Rose Sheet" Nov. 10, 2008, p. 8)

Profound Beauty Grows Virtual Presence To Avoid Going Mass

"Personalized" hair-care firm Profound Beauty is growing its presence online to attract new customers while preserving its status as a prestige brand




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