Revlon launches light reflecting cosmetics range in UK

Cosmetics company Revlon is to embark on it biggest launch in the UK since 1995 with the introduction of a new make-up line called Skinlights Face Illuminators.

The product will hit UK retailers in May and will be the company’s most significant launch since Colorstay lipstick in 1995.

US-based Revlon is expected to spend $20m (&£13.4m) to support the launch of Skinlights. The product went on sale in the US this week.

It is looking for an outside agency to handle its corporate advertising account, understood to be worth $100m (&£67m). The agencies shortlisted for the account are believed to be Kirshenbaum Bond, the agency that has designed the launch campaign for Skinlights; Interpublic Group’s Deutsch; Omnicom Group’s TBWA/Chiat Day; and MarchFirst’s McKinney & Silver.

Revlon has used its in-house agency, Tarlow Advertising, for all advertising up to the launch of theSkinlights range.

Skinlights is understood to be part of Revlon’s plans to boost top-line growth through cosmetics innovation. The company suffered eight consecutive quarterly losses and its stock fell 48 per cent during the past ten months.

Revlon claims that Skinlights is an entirely new make-up category – a product for “brightening” the skin. The collection consists of five coloured lotions, sticks and powders, priced from $13.95 (&£9), and aimed at women between 18 and 35. Consumers are advised to use a combination of the products which, according to Revlon, work together to brighten a woman’s complexion by reflecting light.

A US spokeswoman for the company says: “This is the first of this kind of product. Skinlights, with its natural minerals that reflect light, will add colour to skin tones.”


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