Almay Announces Breakthrough New Skin Care Collection

March 19, 2001

NEW YORK, March 19 /PRNewswire/ -- Revlon, Inc. (NYSE: REV) recently announced the global launch of Kinetin Skincare Advanced Anti-Aging Series, an innovative new skincare collection. Providing dramatic results on skin, these unique formulas are demonstrated in clinical studies to improve the signs of aging caused by photo damage. The Almay Kinetin Skincare Advanced Anti-Aging Series provides healthy anti-aging benefits on skin comparable to the leading retinal product without irritation such as burning, redness or flaking, or increased sensitivity to the sun. The line is comprised of a daily and cream, each with SPF 15 to help prevent future damage, an eye treatment, overnight treatment, anti-wrinkle serum, neck and chest treatment and .

Almay Kinetin Skincare Advanced Anti-Aging Series contains Kinetin, a plant growth factor and anti-aging ingredient found in green, leafy plants. It is a stable anti-oxidant and is also found in human DNA, where it is formed as a protective response to oxidation caused by photo damage. Kinetin has been demonstrated in clinical studies to delay the onset of aging in skin cells in vitro. Kinetin, which is not an exfoliant, is "bio-available," allowing it to work deep within skin's surface layers, without causing dryness or increased sun sensitivity commonly associated with retinoids and AHAs. Until now, Kinetin has primarily been available only through a dermatologist or a . Revlon holds the exclusive license to market Kinetin skincare technology at mass.

Almay's new Kinetin Skincare Advanced Anti-Aging Series represents a breakthrough at mass as it is the only Kinetin-based skincare line currently available in the mass market. Until now, products formulated with Kinetin have been available through a dermatologist or at a pharmacy.

"With the new Almay Kinetin Skincare Advanced Anti-Aging Series, our goal was to develop a healthy skincare line to help women 'cheat time' and eliminate the irritation commonly associated with anti-aging treatments," states Vanessa Solomon, Executive Vice President and General Manager of Almay Global Brand Equity Group. "Kinetin is a high performance anti-aging ingredient that meets Almay's standard for superior performance without irritation."

The New Almay Kinetin Advanced Anti-Aging Series

Almay Kinetin Skincare Advanced Anti-Aging Series formulas are "bio-available," allowing them to penetrate deep within skin's surface layers. Each product helps maintain the integrity of skin's own natural moisture barrier, leaving skin soft and hydrated. They are developed to visibly improve the signs of photo damage, which include: diminishing the appearance of fine lines and wrinkles, fading the look of brown spots and uneven skintone, increasing skin smoothness and clarity and improving skin texture, firmness and overall radiance.

The Almay Skincare Advanced Anti-Aging Series is comprised of seven high-performance skincare products that provide healthy anti-aging benefits of Kinetin and are suitable for sensitive skin. Each are hypo-allergenic and 100% fragrance-free. They are:

Age Decelerating Daily Lotion SPF 15 is a highly emollient that helps keep skin luminous and hydrated by sealing in moisture while protecting it from UVA/UVB damage with SPF 15. It is demonstrated in clinical studies to increase skin smoothness by 40 percent and clarity by 53 percent, as well as help diminish the appearance of fine lines and wrinkles, improve skin firmness and fade the look of brown spots.

Age Decelerating Daily Cream SPF 15: A rich, nourishing cream that helps keep skin soft, radiant and hydrated all day while maximizing skin's ability to retain moisture. It is demonstrated in clinical studies to increase skin smoothness and clarity by 57 percent and diminish the appearance of fine lines and wrinkles by 33 percent as well as visibly improve skin firmness and fade the look of brown spots.

Repair & Rejuvenate Night Concentrate: A feather-light gel formula that contains the highest concentration of Kinetin available without seeing a dermatologist or pharmacist. This intensive overnight treatment works with skin's natural cycle of repair and renewal to counteract the signs of aging during sleep. It is demonstrated in clinical studies to greatly improve skin firmness, texture and elasticity and clarity and fade the look of brown spots.

Anti-Wrinkle Booster Serum: A concentrated liquid formula that features a unique roller-ball applicator that delivers an intensive a dose of Almay Kinetin exactly where it's needed. This extra boost is demonstrated in clinical studies to reduce the appearance of fine lines and wrinkles by 45 percent, fade the look of blotchiness and uneven skintone by 47 percent, and improve skin texture and smoothness by 77 percent.

Rejuvenating Eye Treatment: A lightweight gel formula that refreshes and revitalizes the delicate skin that surrounds the eye, leaving skin looking brighter and smoother. It is demonstrated in clinical studies to diminish the appearance of puffiness and dark circles, increase firmness and elasticity and reduce the appearance of fine lines.

De-Aging Neck & Chest Treatment: Features an exclusive blend of Soy Protein -- to firm and tighten skin -- and botanicals to help leave the delicate neck and chest area firmer, brighter and more youthfully vibrant. It is demonstrated in clinical studies to diminish the appearance of blotchiness and uneven skin tone by 45 percent, improve skin texture and clarity by 47 percent and fade the appearance of freckles and brown spots.

Skin Optimizing Cleanser: A rich, creamy cleanser that removes dirt, impurities and makeup without stripping away skin's natural moisture. The residue-free cleanser combines the benefits of Kinetin with antioxidant vitamins and soothing botanicals to help renew and revitalize skin, leaving it feeling hydrated, soft and refreshed.

The innovative new Almay Skincare Advanced Anti-Aging Series will be available at drugstores and mass market outlets nationwide beginning in June 2001. The Skin Optimizing Cleanser is $8.50, the suggested retail price for all other items is $18.00.

Almay: A High Standard of Hypo-Allergenic. Fewer than 500 of the 10,000 ingredients available for use in today meet Almay's standard for superior performance without irritation. New ingredients and technology are stringently tested before they may be used by Almay. SOURCE Revlon, Inc.

CONTACT: Caryn Lipchin, 212-527-6012, or Georgianna Mandelos, 212-527-5778, both for Revlon, Inc./