Last April, we told you about the launch of
Vital Radiance, a new line of Revlon cosmetics targeted to boomer women over 50. We love boomer women, (with or without make-up) and pronounced the launch a great idea. Then in July, we reported the Vital Radiance was
languishing in stores. Industry critics called Revlon tentative with their advertising campaign for the new brand. Well today, we can close the book on
the whole episode, because we just learned from
The Wall Street Journal (paid subscription required,) that Revlon is axing the brand entirely along with 250 staff members, or 8% of their work force. The move was not entirely unexpected, because the board of directors axed the Revlon president and ceo just last week. Revlon needs to reduce debt and increase sales and market share. We are not a Wall Street pundit, we just know that we still love boomer women who will remain beautiful despite the announcement.
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