This month, the brand launches another haircare line, its fifth entry in the estimated $1.1 billion hair-color category.
Revlon Super Lustrous hair color will be supported by a promotion tied to the 25th anniversary of Revlon's sponsorship of the Academy Awards. The marketer wouldn't disclose spending for the launch.
Commercials carrying the tagline "Shine like the stars" will first appear in cinema advertising, in United Artists' theaters. The full campaign, from in-house agency Tarlow Advertising, New York, breaks in February women's magazines, with TV to follow later next month.
There also will be a free pass promotion with United Artists.
In addition to the new hair color, Revlon's '99 launch plans include new items in its ColorStay Compact makeup line, which debuted last fall. It also will offer line extensions to its Almay and Ultima II Glowtion brands.
NEEDS SALES LIFT
Revlon is banking on the new products to lift sales. The company reported that net sales in the third quarter of 1998 dropped to $548.6 million from $581 million in the same period the previous year.
Revlon blamed the soft results on economic weaknesses overseas that affected international demand and on inventory consolidations in the U.S. that led retailers to discount products.
In a prepared statement, Revlon President-CEO George Fellows predicted the inventory and international woes would continue for the first quarter of this year, but said results would improve after the inventory clears during the first half.
Mr. Fellows said he expects the product launches to boost sales.
Revlon currently has four entries in the hair-color category: Colorsilk, ColorStay, Roux Fanci Full and Frost & Glow. It ranks third, behind Bristol-