Back in April, we told you about
Vital Radiance, a new line of cosmetics from Revlon
targeting women over 50. These women are the spending engine our economy, and we praised the product launch not for political correctness but for business acumen. Of course, maybe we were wrong. As it turns out, the new line is a flop. According to
Advertising Age, “Revlon is blaming its Vital Radiance brand for $60 million of the $95 million it expects to lose in the second quarter of this year.” But sales are not the only issue. It also turns out that Revlon was somewhat tentative in their launch ad spending. During the first three months of 2006, Revlon spent $ 700,000 promoting the brand compared to $ 9 million spent by competitor Procter & Gamble for their over-50 cosmetic product called Advanced Radiance. (And yes, we are confused about the twin Radiance names as well.) But here’s the deal, women over 50 are purchasing someone’s cosmetic products, so smart marketers should follow the money.
Photo Credit: Revlon
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