The cut is due primarily to what executives in a conference call with analysts today called "increased efficiency" in marketing spending, reflecting in part lower media costs. The $25 million to $30 million in spending reflects media, production costs and fees paid to advertising agencies.
Agencies include Interpublic Group of Cos.' Deutsch, New York, which handles media and the Almay brand, and Kirshenbaum Bond & Partners, New York, which handles other Revlon products.
President-CEO Jeffrey Nugent said part of the savings went to match increased promotional activity by competitors.
Revlon still plans a number of new ad campaigns breaking this month, including its new "It's Fabulous Being a Woman" campaign breaking on TV, print and via Revlon's Web site.
New TV ads for Revlon's High Dimension hair color brand break mid-August and a new series of print ads, including a full-page four-color ad in USA Today on Aug. 6, will support Revlon's color cosmetics line.
A print and Web campaign for Almay Kinetin skincare products breaks later this month, following launch of TV ads last month.
Revlon's net loss grew by 15.5% to $18.6 million or 36 cents a share as sales increased 1.6% to $330.4 million.
CORRECTION: In an early version of this story, AdAge.com incorrectly reported that Revlon had cut second-quarter ad spending by $25 million to $30 million.