Revlon targets older women to boost sales

“This woman is someone wearing cosmetics for years, but the makeup wasn’t working as well,” said Michele Johnson, vice president of marketing for Vital Radiance.

Revlon spent two years researching and developing the product, finding that women over age 50 were having all kinds of makeup problems, from foundation being too dry and not colorful enough to eye shadow that was too dry and hard to apply to wrinkled eyelids, according to Johnson.

Vital Radiance offers more than 100 products in a hydrating formula and a special color palette — foundation is rosier than what can be found elsewhere to energize women’s complexion, while eye shadow shades are more subdued tones like champagne. The packaging has bolder type to ease eye strain and more detailed application instructions than Revlon’s other beauty products. The line also offers a toll-free telephone number for customers who need more personalized service. Products are priced between $12 to $19, the high end of what can be found at discount chains.   Vital Radiance has gotten a strong early reception since the bulk of its products hit store shelves over the last few weeks.

“It is beating expectations,” said Sarah Munson, general manager of beauty at drugstore.com. She expects plenty of other brands will follow, based on conversations with other beauty executives.

Still, the main challenge is marketing an exclusive brand to this customer without making her feel old, said Wendy Liebmann, president of WSL Strategic Retail, a New York-based consulting firm.

“The marketing requires a delicate balance,” she said.

Linda Lieberman, 56, from Scarsdale, N.Y., said she would be open to trying Vital Radiance. But she also said she doesn’t want any complicated makeup routine and doesn’t want to be patronized.

“My skin has changed. I need a little bit more moisturizer,” she said. “Some women are in a time warp. They try to maintain the same look. It is an evolving thing.”

Revlon declined to give specific sales projections for Vital Radiance, beyond announcing last fall that Vital Radiance and the rebranding of Almay could boost 2006 sales by more than $100 million.

Robert Labick, senior managing director at CJS Securities, projected that in its first year, Vital Radiance alone could generate at least $50 million in sales, with potential for more than $100 million, including new categories like hair care. Revlon declined to talk about future plans for the brand.

“This is an excellent opportunity to serve an attractive customer, and they definitely have first mover advantage,” Labick said.

MORE FROM U.S. BUSINESS

U.S. business Section Front

Madoff moved to medical wing of prison   AIG bonus return pledge goes mostly unfulfilled Top CEO departures of 2009 Medical gift cards pay for doctor, dentist visits Court orders Microsoft to stop selling Word CBS, Disney may join Apple TV venture Obama says ‘the worst is behind us’ Teachers face mass layoffs as stimulus ends States’ jobless funds going ‘absolutely broke’ Russia Web gang took millions from Citi: report U.S. business Section Front   Add U.S. business headlines to your news reader: