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Home , Almay, Revlon

Almay Intense i-Color Collection #1 New Launch in Color

April 29, 2005

NEW YORK--(BUSINESS WIRE)--April 29, 2005--, a leader in healthy beauty color cosmetics at mass in the U.S., has affirmed its position as a key player in the eye category with the January 2005 launch of the Almay(R) Intense i-Color(TM) collection. Building on Almay's heritage of enhancing one's natural beauty using healthy, hypoallergenic products, the Almay(R) Intense i-Color(TM) collection is the first complete collection of color cosmetics specifically designed to intensify the natural color of eyes. "Our extensive consumer research told us that women want products customized specifically for her, and the Intense i-Color(TM) collection really speaks to this valuable insight. She wants to maximize the color of her eyes - but she wants a simple, healthy way to do it", said Kevin Kells, Vice President, Almay Marketing. The Almay(R) Intense i-Color(TM) collection is successfully answering the beauty needs expressed by women and has become the #1 new launch year to date in U.S. mass color cosmetics.

Almay Eye is contributing 3% of the 7% total eye category growth at U.S. mass, and is growing faster than the total eye category at 33%.

Based on color wheel theory and inspired by makeup artist techniques, Almay(R) Intense i-Color(TM) collection allows women to amplify their favorite feature in a simple, beautiful way. The Almay(R) Intense i-Color(TM) collection is customized by eye color to "bring out" the brown, blue, hazel or green in her eyes. Featuring three beautiful products that work together - a trio powder shadow, eyeliner and mascara, the collection's success in effortlessly intensifying eye color is due to the use of complimentary and contrasting hues found on the color wheel. All women have to do is find their eye color in the Almay section.

The Almay(R) Intense i-Color(TM) collection takes the guesswork out of finding the right eye shades - it's like having your own personal makeup artist.

Consumers who shop at prestige department stores because they appreciate the direction of a beauty advisor can now have their needs met at mass with the introduction of the Almay(R) Intense i-Color(TM) collection.

Almay will continue to understand and tap into key consumer insights to drive healthy beauty sales at mass in 2006 and beyond by making products that provide answers to women's beauty needs.

Revlon is a worldwide cosmetic, fragrance and personal care products company. The Company's vision is to deliver the promise of beauty through creating and developing the most consumer preferred brands. Websites featuring current product and promotional information, as well as corporate investor relations information can be reached at www..com, www.Almay.com and www.RevlonInc.com. The Company's brands include Revlon(R), Almay(R), UltimaII(R), (R), Flex(R) and (R) and they are sold worldwide. All market share, position and consumption data is U.S. mass-market dollar volume according to ACNielsen (an independent research entity). ACNielsen data is aggregate of the drug channel, Kmart, Target and Food and Combo stores, and excludes Wal-Mart and regional mass volume retailers. This data represents approximately 70% of the Company's U.S. mass market dollar volume.

CONTACT: Revlon, Kathryn Nardone, (212) 527-5791