You are on page 1of 10

c c 

Revlon is an American cosmetics, skin care, fragrance, and personal care

company founded in 1932. Revlon operates as one of the world's leading cosmetics

companies and markets its products in over 100 countries under such familiar

brands as Revlon, ColorStay, Age Defying, Almay, and Skinlights. Cosmetic

companies have long been trying to formulate an indelib le lip color that does not dry

out the lips and stays on for hours; the Revlon Colorstay lipstick delivers on its



In 1932, Revlon was founded in the mid st of the Great Depression. Two brothers

named Charles and Joseph Revson had an idea to create nail polish using pigments

instead of the normal dyes. They believed this would make the polish last longer and

would allow for a larger variety of colo urs. To come up with their formula, they

partnered with a local chemist named Charles Lachman. Using the Revson name,

plus an "L" for Lachman, they named their ne w nail polish company "Revlon." Within

6 years, the 3 men had turned Revlon into a million -dollar company, selling only their

special nail polish. In 1940, Revlon offered an entire manicure line, and added

lipstick to the collection. In 1994, The ColorStay line of longlasting cosmetics was

introduced with the debut of ColorStay lipsticks, which soon captured the top spot in

its category. As more women began working, they needed makeup that stayed on all

day. This has led Revlon to develop its ColorSta y product lines.


The Revlon vision is to provide glamour, excitement and innovation through

quality products at affordable prices. The company believes the key to staying on top

is knowing the consumer, the markets, and the science. For example, aging women

need products that are different from those of teenage girls, so Revlon developed

product lines for each of those markets, as well as cultivating ethnic markets.

  c   c c   c 

During the 1950s, Revlon began to sell its products overseas, it took a bold

advertising move, and used American models in international ads. International

audiences loved the "American look" and became loyal Revlon customers. Since

that time, the company has relied heavily on modelling contracts with female

supermodels. Some of the most iconic ads include the Cindy Crawford makeup ads

of the 1990s.

In the mid 1990s, Revlon's basic business strategies were to introduce new

products with unique consumer benefits. One of the most successful examples of

this strategy was Revlon's first "won't rub off, won't kiss off" lipstick in 1993. The first

Revlon product in this area was the Ultima II Lip Sexxxy brand. Following the

success of this product, Revlon expanded distribution of the product and introduced

it to the mass market in 1994 as Revlon ColorStay. According to Revlon, ColorStay

quickly became the bestselling lipstick brand in the U.S. mass market.
Despite the successful campaigns of the 1980s and 1990s featuring models,

Revlon decided to drop fashion models and focus on movie stars, among them Halle

Berry Eva Mendes and Jennifer Connelly.

Ë c 

Stays on for hours, in which it stays comfortable and wears beautifully for hours .

Moisturise your lips that makes your lips soft and smooth. NO kiss-off means when

kissing a person with this product, the lip stain will not stick on the face . The product

will not rub-off, where it does not feather or fade; no touch -ups required, even after

meals or kissing. It takes less effort to check up on your lipstick in the mirror. And

also, the product is suitable for working women because they need makeup that is

non-drying and longwearing .

c   c   


 ! " 

Introducing new & improved Revlon Colorstay Lipstick with Aloe and Vitamin E.

To show that by kissing the boy/men with Revlon Colorstay lipstick, it will make them

happy and satisfied since their faces are not left with lip stains. To show that the

lipstick will not rub-off even after kissing.

 #  "

The ad is targeted to women from 25 years to 50 years and women from different

ethnic backgrounds. The target audience for the ad is mainly based on the age,

status and ethnicity of the talents/characters that are portrayed in the ad, which are

Cindy Crawford, a few young women and an older woman . And also, the ad is

targeted TO women but it is FOR the men, as it benefits them as well. In which,

kissing the boy/men with Revlon Colorstay lipstick, it will make them happy and

satisfied since their faces are not left with lip stains.

 !$ "


The ad used famous supermodel Cindy Crawford, actors John Saxon and David

Alan Nelson, and twin brothers Drew & Derek Riker from the Amazing Race to

promote the product.


³NO kiss-off´ tagline is used/mentioned in the ad. The talents i n the ad voiced out

the tagline ³NO kiss-off´, in which means by using this product, lip stains is not visible

or does not exist after kissing a person on the face .


In the ad, Cindy Crawford kisses the boy and men on the cheeks. And

apparently, there is no lip stain on their faces and her lipstick is not smudged or

smeared off. In the end, it makes the males happy and satisfied since their faces are

not left with lip stains. And also, keeps the women happy and satisfied too since thei r

lipstick is not smudged.


Ethnicity is shown through the young women in the ad to show that the product is

suitable for women from different ethnic backgrounds . For example, the women used

in the ad have different hair colour and skin colour from each other, but they still look

equally beautiful wearing Revlon Colorstay lipstick .


Instead of using colours, the ad used the colour white as its background to make

the product pops out or stands out even more .


The first part of the ad shows the talents in their formal clothes while wearing the

lipstick and for the second part of the ad shows the talents in their casual clothes

also, while wearing the lipstick. The particular scenes portray convenience as

women are able to wear the lipstick either to work or just to go out shopping.


 ! " 

Introducing Revlon¶s first ³food-proof´ lip colour with a built-in, ultra-conditioning

topcoat. To show that the lipstick does not feather or fade; no touch -ups required,

even after meals. To show that the lipstick stays comfortable an d wears beautifully

for up to 6 hours.

 #  "

The ad is targeted to women from 30 years to 45 years and modern career

women. The target audience for the ad is mainly based on the status of the

talent/character that is portrayed in the ad, which is Jennifer Connelly. Jennifer

Connelly (actress) is a modern woman, wife, mother and an actress.

 !$ "


The ad used famous celebrity, Jennifer Connelly, whom is a modern woman, wife,

mother and an actress and her successes complement the spirit of the Revlon


In the ad, the talent checks up on her lipstick at her reflection on the toaster in

the morning. During night time, in a candle-light restaurant, talent is having dinner

and apparently, her lips are still not faded after hours and probably after eating . Her

lipstick is still a bright red as before. The ad shows a ³before and after´ effects on the

lipstick to show that the product actually works well even after a long day of work.

Symbolises glamour & elegance

The settings of the symbolise glamour and elegance and this is shown through

Jennifer Connelly¶s outfit and the place that she is eating, which is the candle-light






! -revlon-cosmetics.html

! -am-cid_perfume-am-


! -ColorStay-



! -colorstay-ultimate-lipcolor-a195413

! -Review-Day-Revlon-ColorStay-Ultimate-








c    (produced by Revlon) 

Revlon Lipstick¶s early print ad in 1930

Revlon Colorstay Lipstick¶s print ad in


Revlon¶s Colorstay Ultimate Liquid

Lipstick¶s print ad in 2010

Related Interests