Revlon, Inc. Introduces Vital Radiance(R), An Innovative, New Cosmetics Brand for the 50+ Woman; Vital Radiance Provides Revitalizing Beauty for Changing Skin
January 23, 2006
NEW YORK--(BUSINESS WIRE)--Jan. 23, 2006--Revlon, Inc. (NYSE: REV) introduces Vital Radiance(R), the first major color cosmetics brand sold at mass retailers created for women over fifty, with her changing skin in mind.
Launching in January 2006, Vital Radiance is expressly designed to enhance the natural beauty of the 50+ woman at this exciting time in her life. This consumer is active, engaged and happy with who she is, but she has noticed over time that her skin has changed, and her makeup doesn't work as well as it used to. Vital Radiance provides a complete makeup solution that allows her to look and feel her best - today.
"Our research revealed that women over fifty were using less of certain cosmetics categories, such as eye products, because current offerings were not working for her," said Stephanie Klein Peponis, Executive Vice President and Chief Marketing Officer, Revlon, Inc. "She was looking for someone to hear, understand and fulfill her cosmetic needs. We heard her, and with Vital Radiance we're thrilled to offer the 50+ woman a full line of cosmetics that meet her needs and allow her to have all the fun and benefits of makeup and beauty."
Using a breakthrough beauty system, exclusive hydrating formulas, a specially developed color palette and expert application techniques, Vital Radiance combines an understanding of a woman's changing skin and the desire to improve the overall beauty experience of the 50+ woman.
Vital Radiance Beauty System
As we age, skin changes - lines appear, color diminishes, lashes and brows become more sparse. To achieve optimal results, Vital Radiance recommends that 50+ women update their choice of makeup products as well as their application techniques. To address the needs of changing skin, Vital Radiance created an innovative new beauty system that guarantees mistake-proof beauty in a few easy steps.
The Vital Radiance Prepare - Color - Finish beauty system helps the 50+ woman achieve a flawless beauty look in a matter of minutes.
-- The Prepare step helps prep the skin for makeup application by evening out the skin's surface, filling in the lines and concealing any imperfections. Each of the Prepare products - primers, concealers and correctors - contains moisture-rich formulas in beautifully natural shades.
-- The second step is Color, featuring shade palettes for face, eyes and lips that help bring back color and definition to the features while revitalizing overall appearance. Color products include foundations, eye shadows and lip colors.
-- The final step in the Vital Radiance beauty system is Finish. The Finish products, including blush, mascara and lip gloss add a final, defining touch for a beautiful, polished, more vibrant look.
To ensure flawless application of Vital Radiance products, a line of professional quality brushes was created to accompany the Prepare - Color - Finish system. Face, eye and brow brushes were specifically designed to provide better control and seamless application for beautiful, natural looking results. Each of the Vital Radiance brushes is easy to clean with water and a mild soap.
Frances Hathaway, Vital Radiance makeup artist, remarked, "As a professional make-up artist, I am very impressed by Vital Radiance. The formulas are blendable and breathable, and the shades are very flattering - they are more richly pigmented than other cosmetics, which is important as women lose color in their face as they age." "I tell my clients, 'You're not wearing the same clothes you wore when you were in your 20's or 30's, and your makeup has to change as well.' Vital Radiance is what the 50+ woman has been waiting for - it is just fantastic!" said Hathaway.
Personalized Service at 1-800-RADIANT
What makes Vital Radiance exceptional goes beyond just makeup. Vital Radiance's mission is to provide customized service - a first-of-its-kind in the mass market - to ensure that every woman achieves her best beauty look. Vital Radiance provides easy-to-follow application techniques and tips specially created by makeup artist Frances Hathaway. In addition, a dedicated staff of experienced beauty specialists is available 7 days a week by calling 1-800-RADIANT. Vital Radiance Beauty Specialists are available to provide personalized beauty consultations, information about the line of products, guidance on application techniques, and free product samples.
Vital Radiance is available at drug and mass retailers nationwide. To join the Vital Radiance community, access additional information about the brand or to find a retail location near you log onto www.vitalradiance.com or call 1-800-RADIANT.
About Revlon
Revlon is a worldwide cosmetics, skin care, 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 can be reached at www.revlon.com, www.almay.com, www.vitalradiance.com and www.mitchumman.com. Corporate and investor relations information can be accessed at www.revloninc.com. The Company's brands include Revlon(R), Almay(R), Vital Radiance(R), Ultima(R), Charlie(R), Flex(R) and Mitchum(R).
CONTACT: Revlon, Inc. Investor Relations: Maria A. Sceppaguercio, 212-527-5230 or Media Contacts: Ellen Maguire, 212-527-4971 or Scott Behles, 212-527-4718
SOURCE: Revlon, Inc.