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Can Revlon Come Back?

I had no idea that Revlon was doing so poorly until I read today's Wall Street Journal. After Revlon's Vital Radiance cosmetics line tanked, Revlon's CEO was dismissed, the company lost more than $70 million, and about 10 percent of Revlon's workers were laid off. To put that into perspective: Ten years ago, a share of Revlon cost about $50; today, that same share trades at 95 cents. Ouch.

Revlon's trying to turn things around, which is why you'll see a lot of new advertisements soon. Expect more commercials from Halle Berry and Jessica Alba, plus a big push for the new ColorStay mineral makeup line and the Revlon Custom Creations adjust-your-own-foundation. It's a good effort, but honestly, I'm not sure how well it will go over with consumers. Everyone is doing mineral makeup these days, and Revlon is a little bit late to the game. And when I see the Custom Creations foundation in drugstores, I think, "Ugh, I have to mix my own foundation? Too much work."

In my ideal world, Revlon would push the products they do best — lipstick and nail polish — and emphasize the glamour of the brand. (How did these guys miss the huge Old Hollywood revival?) Then again, that's just me. What do you think of Revlon? And if you haven't been buying anything from the brand, what would it take for you to give it another look?

summer210 summer210 7 years
I adore Revlon. Always have, always will. They are the only brand I use for everything from eyeshadow to nail polish to pencil sharpeners to lipliners. I would never dream of using anything else. <3 Revlon!
taylorelizabeth taylorelizabeth 7 years
*pale* They should shy away from any sort of earthy/mineral feel. It's just confusing... I would never think to buy "fashion statement" lip colors from Bare Minnerals... Or some sort of organic "non-make up- make up- line". Don't get me wrong I do wear Bare Minerals, and not much else on a regular basis ... All I am saying is, stick to what you know...
taylorelizabeth taylorelizabeth 7 years
When I think of Revlon, I think of Veronica Lake, with plae flawless plae skin, really red lips, and the nails to match.
miniogle miniogle 8 years
I didn't know Revlon was going downhill. That suprises me. I must agree, I love Revlon's lip and nail products but now after reading this I'm skeptical about getting their mascara and skin products. All drugstore products are similar, however I've thought Revlon was one of the better quality brands. After using Covergirl and others, I found that I've liked Revlon best but like I said, I'm not sure if I should get something besides their lip and nail products. Feedback?
tigerfire21 tigerfire21 9 years
Revlon is too expensive for me, so I haven't tried many products. I've tried their lipsticks though, and they're a little too dry for me. I like Rimmel, Covergirl, and Maybelline for lipcolor and Prestige for eye makeup.
chiquita29 chiquita29 9 years
chiquita29 chiquita29 9 years
I love Revlon! It's actually my favorite drug store brand. I have two of their colorstay eyeshadow quads, two of their LE a floral affair blushes, a couple of lipsticks (great pigment!). Some things I was let down by were the Bedroom eyes "liner", it was a major mess. Also, their soft on the eyes LE shadows, so sheer you could barely see the differnce btw the colors. My sister in law bought the sugar sugar lip topping and wrote the company how much she hated it and they sent her her money back lol. My fave product that I use almost everyday though is their LE Diamond Lust shadow in Champagne Buzz. I even saw it in Allure a few months ago. I use it as a brow bone highlighter and I pat it on over my neutral cream shadows too add a little sparkle and set it. My shadow usually doesn't crease if I do this.
vivehotchocolate vivehotchocolate 9 years
I loved their limited edition cosmetics, like Diamond Lush eyeshadow or Just Bitten (although I realized very quickly, red lips are so not me). I couldn't find most of their products in drugstores in Canada; they were mostly sold out! (Well where I live anyway...). Thats kind of sad, I always go to the Revlon section when I'm at the drugstore...
Arias101 Arias101 9 years
i'm a student, i can't afford high priced make-up i love revlon because the stuff that works really works, in general i avoid buying eye shadow from anyone though
xoxoxx xoxoxx 9 years
I use every shade of my Custom Creations foundation. Women don't realize that your skin tone changes with the seasons [Mine goes through 3-4 transitions between summer and winter!], and I've bought three different foundations in a months time, just to find a temporary perfect match. My range for the custom creations right now is Medium/Deep in No. 5, but I'm going to get the Deep range soon, for when my skin gets tan. Its a great foundation, and I even reviewed it in my blog: and before you all whine about the price of drugstore brands like revlon or physician's formula, remember that they use higher quality ingredients, and they don't test on animals. did you guys know that in New Zealand and Australia, revlon have their own counters? yep, prices are totally pushed up there on ALL cosmetics. what WE consider drugstore here is practically high end there. and remember this: when you buy custom creations, you're paying $11 for five shades of foundation. FIVE. that sounds like a damn good deal to me.
i-am-awesomeness i-am-awesomeness 9 years
I also did not know that Revlon was doing so poorly. I agree that they should focus more on the whole Old Hollywood style, which I personally am a huge fan of. I'm not really a makeup person and I've just recently got into the eye makeup thing... I don't really have any interest besides wanting to look cute lol :) They should try to make it a high-class drugstore brand. Kinda like Target! <33333 Target!
Cherylish Cherylish 9 years
Revlon is one of the few cheaper makeup brands that does not test on animals. Sure a big chunk of the public unfortunately doesn't care about that, but for those that do, they should advertise that.
kylahbritton kylahbritton 9 years
Bella I forgot I did buy that blush you were talking about and I love it, I layer it with another natural colored one from Almay but I love it and use it every day.
kylahbritton kylahbritton 9 years
I actually just bought their custom creations foundation and I kind of love it. I use the darker blend for my cheeks and nose and forehead and the lighter ones around my chin and neck. I also anticipate it being really useful once the seasons change. I know my skin changes from darker to lighter very quickly so one foundation should work really well.
RCLdesigngirl RCLdesigngirl 9 years
Oh, I forgot...I do have on one of their Colorstay eyeshadow quad things today...and I actually really like it.
RCLdesigngirl RCLdesigngirl 9 years
Yeah, the whole custom creation foundation thing...I mean...what's the difference in buying a bottle with two shades and finding the right color, and just buying one bottle of the right color? They make GREAT nail polish. And I really loved their illuminating line, which I've totally forgot the name of at this point.
UrbanBohemian UrbanBohemian 9 years
I like their nail polish, but otherwise I don't really use their products. However, they sponsor the Revlon Run/Walk 5K for Breast Cancer Research in Times Square, which I participated in last year and hope to again this year. Because the registration money goes to charity, I don't know how Revlon profits from it, but they do a good service to coincide their brand with a nice event.
starbar79 starbar79 9 years
Cindy Crawford. Wine With Everything. That's the Revlon that I used to buy as a teen. I don't know if they could ever get me back -not unless lipstick makes a hard core comeback, or their prices drop so that there is signficant difference in price b/t drugstore and department store brands. Gotta admit though, this posting is drumming up a little nostalgia . . .
lotuslight lotuslight 9 years
Drugstore makeup, overall, is just WAY too expensive. I've wanted to buy some Revlon things I've seen in the store, but, it's almost the same price as Clinique, and other nicer lines. If they lowered their prices, and cut the gimmicky stuff, focusing more on quality, simple products, I'd be game!
shernic82 shernic82 9 years
I remember Street Wear! I loved that stuff in high school. They should have brought that back instead of the make-up for older skin...most older women that I know have used the same brand of make-up for years and therefore they are less likely to try something new. If you want to get lifelong customers, you need to market to the younger group, and Street Wear did that. After they stopped selling it, I don't think I ever bought anything Revlon again because it was more expensive than CG and I could get pretty much the same stuff, if not better from them. They need to change their packaging and displays and market to the younger crowd. I also agree about the mix it yourself foundations - I can go to the prescriptives counter and have that done, and it is perfect and you don't have to waste likely half of the foundation in the bottle. It's a good idea in theory, but when you think about it, why spend money on something you're only going to be able to use half of? The limited edition line is the only thing that looks modern. Revlon, make your products more modern and young and your stock will go back up!
shalee55 shalee55 9 years
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