"In the past few years we saw women slowly walking away from the whole nail-enamel category," says Tanya Mandor, exec VP at Revlon. "There was a trend toward spending less time with beauty products. So we recognized that women want products that make their lives easier, and fast-drying enamel is one of those products."
For the rollout, the company last September launched an ad campaign by Revlon-owned Tarlow Advertising,*New York, that features supermodel Salma Hayek and carries the tagline, "Sets you free in 90 seconds." It is scheduled to run into early 1999.
"Revlon is about diversity and freedom," says Ms. Tandor, 45. "And our campaign communicates those issues to consumers."
The agency has relied on print and TV advertising along with point of purchase and cross-promotions with other Revlon products, like Moisture Stay Lipstick, to market Top Speed.
And so far, it seems to have worked wonders. As of April, Top Speed had garnered about an 11.1% share with sales of $40 million in the $447 million nail-enamel category, according to A.C. Nielsen Corp.
Although the marketing has helped Top*Speed achieve the success it has, Ms. Tandor credits the vast popularity of open-toe sandals for boosting sales of not only Top Speed but the entire nail-enamel category in general.
"Toes are one place where women feel they can experiment risk-free and have lots of fun," says Ms. Tandor. "Top Speed allows women to do just that."