Revlon High Dimension Across America; Nine-City Tour Adds Dimension to Brand and Delivers First Hand Experience to Consumers

August 16, 2002 , Aug 16, 2002 (BUSINESS WIRE) -- Revlon, Inc. (NYSE:REV) continues to reach thousands of consumers this Summer with its nine-city tour to promote Revlon High Dimension(R) Haircolor, the first and only 10-minute permanent hair color.

High Dimension Across America, a traveling interactive consumer experience, kicked off its road tour with a ribbon-cutting ceremony on July 9, 2002 at New York's South Street Seaport with Louis Licari -- celebrity colorist and Revlon's Haircolor Consultant. Redbook and iVillage are signed on as the tour's media partners, which have traveled to six cities to date. This weekend, the event will make a stop at the Fox Valley Mall in Aurora, IL.

At each event location, women receive one-on-one color consultations by haircolor professionals endorsed by world-renowned colorist, Louis Licari and learn about High Dimension Haircolor's unique product benefits. Consumers receive tips and "tricks-of-the trade" about how to achieve beautiful color results at home. They also have the opportunity to experiment with a variety of different hair shades and styles with the click of a button using a Makeover-O-Matic tool. Each consumer who uses the Makeover-O-Matic receives a digital photo of themselves with their new hair color and style as a keepsake.

"The Revlon High Dimension Across America Tour experience helps to simplify the at-home haircolor process so that women everywhere can achieve beautiful results," stated Kristin Patrick-Petersen, Revlon Vice President of Brand Exposure. "We are excited to be giving women access to trained haircolor professionals in a non-intimidating, fun environment where they can receive valuable information about how to get the color they always wanted," stated Ms. Petersen.

Visitors also have the opportunity to enter a random on-site raffle for a chance to win free High Dimension haircolor and eye products every hour. The first lucky 100 consumers to show Revlon proofs of purchase from a High Dimension product also receive a special gift from Redbook.

Tour Cities & Dates:

High Dimension Across America will visit the following cities: New York/South Street Seaport July 9 & 13, , D.C./ July 19-21, /Cherry Hill Mall July 26-28, Boston/ August 2-4, Cleveland/Southpark Mall August 9-11, /Fox Valley Mall August 16-18, Minneapolis/Ridgedale Center August 23-25, St. Louis/Mid Rivers Mall August 30-September 1, and Atlanta/ September 6-8. For more information on event locations, dates and times log onto www.revlon.com/highdimension.

LIME Communications worked in partnership with Revlon to create the concept and will work in tandem with Revlon's brand exposure and marketing departments on execution.

Revlon Product News:

Introduced in July 2001, High Dimension Haircolor utilizes a Revlon patent-pending, advanced "Liquid Crystal" formula. It contains a unique balance of ingredients that optimize the haircolor delivery process to achieve its 10-minute performance. In 2002, Revlon launched the High Dimension Bleach Blonde Lightening Kit, which provides glamorous, dramatic ultra blonde color in just 10 to 30 minutes -- half the time as traditional blonding products.

Revlon High Dimension Haircolor is available at mass outlets and drug stores nationwide. Suggested retail price: $9.99.

Revlon is a worldwide cosmetics, skin care, fragrance and personal care products company. The Company's vision is to become the world's most dynamic leader in global beauty and skin care. A web site featuring current product and promotional information can be reached at www.Revlon.com. The Company's brands include Revlon(R), Almay(R), Ultima(R), Charlie(R) and Flex(R) and they are sold worldwide.

CONTACT: Revlon Georgianna Mandelos, 212/527-5778

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