Revlon Kills Vital Radiance

Beauty in Seattle on 28 Sep 2006 at 10:33am

Revlon vital radianceThe death was inevitable. The Revlon Vital Radiance cosmetic brand--marketed as a product line for women 45+--is getting pulled from the market.

Revlon Vital Radiance failure was blamed on distribution, but more importantly it was a case study in bad marketing.

Not too long ago I gave my reasons for the incredible failure of Vital Radiance. I remain convinced that consumers like me respond to marketing messages based on our attitude and high level product benefits, not our age.

Investors are mad as hell as Revlon shares are hovering around a dollar. The Company is responding by cutting 250 jobs. Consumers response to the end of Vital Radiance: Can you hear the crickets?

Comments (3)

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Lynn Sparkman (unregistered guest) 28 Sep 2006
Yeah, just compare it to how Elizabeth Arden plans to market their Intervene Pause & Effect skin cream line this winter. From Elizabeth Park, executive vice president at Elizabeth Arden: "Every woman has a time in her life when she feels the most beautiful and wishes that she could hit the pause button. This product is more about preemptive efforts to aging, not correcting damage that has already been done. It's intended to hit the 'pause' button on the best time for your skin." Now that's compelling!
Beauty in Seattle (16 posts) 28 Sep 2006
Thx Lynn...I somehow missed announcing this Arden launch. Intervene will still be targeted at women by age (30s-40s) but not marketed as such. Intervene is made using Biodormin technology which is an extract from narcissus bulbs, soy peptides, red clover and glycerin. Intervene will sell for much less then Prevage; $55 for 1.7 oz. Look for it in January in the US with Catherine Zeta-Jones being the celebrity promoter.
CosmeticDude (1 post) 9 Oct 2008
I've been using INTERVENE for the past 3 months and I have seen such an improvement in my skin! It has really made my skin so much softer, brighter, corrected the fine lines around my eyes, and has improved the actual health of my skin dramatically. My skin never looked so good! I am a 36 year old male and I used to work for Elizabeth Arden and I still use all of there skin carea and makeup. Arden is sophisticated, elegant, fashion forward, and works. I've used Lancome, Estee Lauder, Clinique, Clarins, Noxema, Clean and Clear, L'Oreal, and Shisedo. None of them compare to Elizabeth Arden.

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