Revlon's Vital Radiance Flop
Beauty in Seattle on 15 Jul 2006 at 6:41pm
One of Revlon's most important product launches has been a total failure.
Revlon Vital Radiance is a color cosmetics line for women over 50 (the fact I'm explaining this probably tells you the magnitude of the problems with the brand).
Consumers haven't flocked to it in droves. Instead it sat on store shelves this Spring which, in part, led the company to report very disappointing financial results for the past quarter.
If you're like me, you're in the dark to the Vital Radiance product line. I don't know anyone who's tried it. What are the product benefits? Do they help with skin aging? I can't describe the packaging. There's no buzz.
A great silence surrounds the brand. For instance, when looking for reviews on drugstore.com and the "most popular" Vital Radiance product (Vital Radiance Rehydrating Line Softening Makeup) I got this:
The marketing team at Revlon has a big consumer challenge and is sure to earn their paychecks. Beyond stealing share for other market leaders (like P&G which frankly seem to advertise more often and effectively at that) they need to convince women over 50 to come back into the market to purchase color makeup. I imagine you'll see a flood of free samples coming in the next few months to get trial.
If you like the Radiance products, be aware that it's getting pulled from many drugstores and probably lots of shelf space elsewhere.