A Decade Later, Revlon Goes Back Upscale (REV)

| About: Revlon, Inc. (REV)
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Known for its presence in drugstore aisles, cosmetics company Revlon (ticker: REV) is to tiptoe back into department stores this summer by introducing a prestige fragrance, says Women's Wear Daily (sub req):

Revlon's point of entry into the prestige realm puts it in the center of one of beauty's most competitive and launch-riddled categories. Only time will tell whether the company is stepping into a rose garden or a lion's den... Revlon is expected to make a large competitive splash in a category that is already overcrowded by giants seeking to gobble up market share...

Revlon's prestige fragrance "Charlie", launched in 1973, created a sensation. But when sales slipped, Revlon moved its business to the mass channels, the company's only presence since 1995. Those channels won't be abandoned, offers WWD:

This year the company is gearing up for an even more ambitious mass market statement [editor: by reaching out to women over 50 and revamping its Almay brand]. Industry sources expect the two mass market initiatives to have a retail sales impact of $180 million in 2006.

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