Reviving Revlon

An article in today's Wall Street Journal (here) details Revlon's plan to revitalize the brand and gain some of the market share that it recently lost in the wake of its dismal failure to successfully launch its Vital Radiance cosmetics line. The solution: back to basics.

The Vital Radiance line failed largely because of marketing missteps. For example, it didn't incorporate the well-known Revlon brand name, hired unrecognizable models as spokeswomen and cost more than consumers cared to spend. ...

This time around, Revlon is playing it more conservatively with its new mineral foundation, blush and eye shadow under its ColorStay cosmetics line ... other new products, including the line of customizable foundation as well as shades of Revlon nail polish and lipstick, also feature marketing that heavily emphasizes the Revlon name.

While the price of the stock has been hovering around one dollar for the past two years, its market share has slipped only one percent, and the company is running well into the black. It may take some time to dig themselves out, but I have a lot of confidence in its prospects for success.