After painful flop, Revlon focuses on core brand

[social_misfit]

After painful flop, Revlon focuses on core brand
Mar. 16, 2008

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.

Alba stars in ads for another new product line, Revlon Custom Creations, which allows users to fine-tune their foundation shade with each usage by adjusting a dial to one of five settings. The bottle technology, which has two chambers of color and a pump that mixes the colors according to the dial selection, also offers Revlon some shelf-space efficiency. Instead of squeezing 30 bottles of different colored foundation into already-crowded store displays, Revlon's Custom Creations has just six bottles, in color tones ranging from light to dark, with each bottle offering the five different shade options.

This month, Alba will also appear in print ads for Revlon's core franchise, lipstick. The ad, which features her lounging in a black cocktail dress while sporting bright red lipstick, intends to remind women that lip color is "as essential as the little black dress" - which is likely to resonate as more consumers feel the pinch of a tightening economy.

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