Revlon tests make-up for darker skin tones

Revlon is to test a range of cosmetics for black and Asian women in the UK, called Revlon Ethnic Shade Range.

The range, which goes on sale this week, is already available in the US, but this is the first time that the UK market will have access to Revlon’s cosmetics range for darker skin tones.

Revlon also claims to be the first “major UK cosmetics company” launching a range of make-up aimed specifically at black and Asian women in the country.

Initially, the products will be sold exclusively in 20 Boots stores. If a success, Revlon plans to extend the range to other stores and advertise the line next year.

A spokeswoman for Revlon says: “The launch is still in the test phase, but in case it proves successful we will advertise the Ethnic Shade Range.”

The public face of the range will be American actress Halle Berry.

In early October, Revlon advertised its anti-perspirant brand Mitchum for the first time in the UK since its launch in the Seventies (MW October 11). Wieden & Kennedy created the advertising. The agency was appointed by the company earlier this year to revive its fragrance brand Charlie.


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