Revlon plans ads to back Mitchum launches

Revlon is planning to advertise its anti-perspirant brand Mitchum for the first time in the UK since its launch in Seventies. The advertising for the brand will coincide with product launches, to be unveiled on October 16.

It is not known whether brand extensions will be launched in the Lady Mitchum female version of the brand.

The TV and press ads for Mitchum have been created by Wieden & Kennedy, the agency appointed by Revlon earlier this year to revive its iconic fragrance brand Charlie. The agency was awarded the Charlie account without a pitch, ending the brand’s relationship with Rainey Kelly Campbell Roalfe/Y&R.

This year Revlon posted a net total loss of $56.5m (£38.4m) for the second quarter of the year, compared with $24.6m (£16.7m) for the same period last year.

Early last year, in order to offset its steepening losses and falling share price, the company announced an organisational restructure designed to increase its global business. Under the new structure, Revlon created general manager posts for its global brands and skin care categories to work with the presidents of its overseas regions.

The top marketer responsible for Mitchum is US vice-president of marketing Pat Wheatley.

Revlon brands also include the Almay make-up range, Streetwear cosmetics and the Flex shampoo and conditioner range.

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