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MAR 13

Revlon's Makeup Test†

After a Painful Flop, Company Focuses on Its Core Brand

Wall Street Journal, March 13, 2008 — Revlon's new cosmetics have to do more than create just another pretty face.

Starting this week, TV ads starring longtime spokeswoman Halle Berry will introduce a line of Revlon makeup infused with minerals. Print ads launched in magazines last month featured Jessica Alba touting new Revlon foundation in a bottle that lets consumers' customize their shade, and this month she is featured in lipstick ads.

The blitz marks the first major initiatives since the company's Vital Radiance cosmetics line aimed at older women flopped 18 months ago, leading to the ouster of its chief executive, more than $70 million in losses, the dismissal of about 10% of its U.S. work force and a new strategy for Revlon.

Categories: Brand Strategy, Marketing Strategy, Brand Blunders
Tags: Revlon, Celebrity Endorser, Revitalization
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