Revlon's entrance into the Japanese market was typical of its international sales strategy. Insteadof adapting its ads and using Japanese models, Revlon chose to use its basic U.S. advertising andmodels. Japanese women loved the American look, and the sales for 1962 came to almost $164million.In 1968, Revlon introduced Eterna27, the first cosmetic cream with anestrogenprecursor called
(pregenolone acetate), as well as introducing the world's first American fashiondesigner fragrance, Norman Norell. Later, Revlon launched
for men, and a lineof wig maintenance products called Wig Wonder.In 1970, Revlon acquired theMitchumline of deodorants.In 1973, Revlon introducedCharlie. Geared to the under-30 market, Charlie modelShelley Hack
inRalph Laurenclothes, personified the independent woman of the 1970s. This was the first perfume ad to feature a woman wearing pants. Charlie raised Revlon's net sales figures to $
06million for 1973 and almost $606 million the following year. Shelley Hack appeared on
in2007 to talk about the power of these Charlie print and commercial ads. Their follow-upfragrance,
, became the number two best seller.In 1973, modelLauren Huttonsigned an exclusive modeling contact, agreeing to pose for Revlon's Ultima line for $400,000 for two years. She was featured on the cover of Newsweek for this ground-breaking cosmetics contract.
Additionally, famed photographer Richard Avedon was signed on as the exclusive photographer for the brand - another cosmetics industry first.
, Charles Revson died. Michel Bergerac, who Revson had hired as President of thecompany, continued to expand the company holdings. Revlon acquired Coburn OpticalIndustries, an Oklahoma-based manufacturer of ophthalmic and optical processing equipmentand supplies. Barnes-Hind, the largest U.S. marketer of hard contact lens solutions, was boughtin 1976 and strengthened Revlon's share of the eye-care market. Revlon purchased
, a division of Armour and Company, fromThe Greyhound
Corporationin 1977. Other acquisitions included the Lewis-Howe Company, makers of
antacid in 1978. These health-care operations helped sales figures to pass the $1 billion mark in1977, bringing total sales to $1.7 billion in 1979.In the mid-1980s, Revlon lost ground toEstée Lauder . Estee Lauder spent millions of dollars onnumerous magazine ads featuring Czech supermodelPaulina Porizkova, shot by famed Chicagofashion photograhper Victor Skrebneski. Revlon's share dropped from 20 percent to 10 percentof department store cosmetics sales. Sales at the drugstore also declined as Revlon lost shares to Noxell'sCover Girlbrand. Revlon compensated with more acquisitions;Max Factor , Ellen
Betrix,Charles of the Ritz,Germaine Monteil,Almay, Fermodyl, Lancaster, Aziza, andHalston.
The 1977 acquisition of
, a Spanish professional beauty supply distributor, brought
and helped introduce Revlon to the world of ethnic care:
. In 1983 the company attempted anunsuccessfulhostile takeover of Gillette. In 1989, Revlon became one of the first companies to
replace animal tests with alternative safety testing methods.