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Revlon Inc.

Revlon Inc. 237 Park Ave., New York, N.Y. 10017

Phone: (212) 527-4000 Fax: (212) 527-6123

Key contact: Paul Murphy, executive vice president, North American sales

NEW YORK -- Revlon Inc. maintains its leadership position in the beauty care business with a steady stream of innovative new products.

In keeping with that tradition, the company has announced a full lineup of new items that are set to launch in January 2006. Many offer enhanced performance as well as the latest style.

The new Revlon Luxurious Lengths mascara, for example, features a patented SmoothGel formula that the company says will glide on from the base of each eyelash to the tip, defining and coloring lashes without caking, flaking or clumping.

The new and improved ColorStay nail enamel, meanwhile, is designed to give nails a professionally manicured look that lasts for up to 10 days.

Available in 12 shades, the product uses a two-step system t6 produce shiny and long-lasting color. Step one involves a color formula containing acrylic polymers that Revlon says will gently bond to the nail, resisting chipping and peeling. Step two is a sealing shine layer designed to protect the color with a finish that promises to stay shiny and smooth for up to 10 days.

Revlon ColorStay pressed powder, blemish concealer and undereye concealer are billed as offering the next generation of makeup from the nation's No. 1 long-wear brand. The new version of Revlon ColorStay makeup uses a cushioning polymer complex designed to provide comfort as well as long wear. It is available in two formulas--combination/oily and normal/dry--that address the consumer's skin type. The product is available in 32 shades.

Also new for January 2006 will be Revlon's new ColorStay Active Makeup, which is designed to provide light, breathable, sweatproof coverage for women with active lifestyles.

The patented ColorStay technology ensures that the product will not rub off, according to the company, and the weightless formula also protects skin from ultraviolet rays, offering a sun protection factor of 25. Revlon's ColorStay Active Makeup will be available in 10 shades--ranging from ivory and buff to natural tan and toast-- for all types of skin.

Revlon will also be active in the beauty tools arena. The company plans to introduce the Revlon Platinum Slant Tip Tweezer, which comes with a custom cap that protects the tweezer's tips while it is being stored and cushions the consumer's hand while it is being used. The device also features ergonomic handles.

The company is also introducing the Revlon Expert Effect collection of pedicure products, including toenail and cuticle nippers, callus shaver, foot file, pumice stone and curved nail file.

Revlon Expert Effect Pedicure-To-Go, meanwhile, is a kit with five essential tools: a toenail clipper with nail catcher, a cushioned shaper, a cuticle stone and shaper, a dual-sided foot smoother and comfortable toe separators.

In March 2006 Revlon plans to add a new entry to its at-home hair color collection. Revlon Custom Effects highlighting and lowlighting kits promise to let consumers easily achieve salon-quality color effects at home.

Key to the system are a patented, shampoo-in Smart Toner that targets the highlighted or lowlighted strands of hair while leaving the rest of the hair untouched, and a Precision Applicator that makes it easier for consumers to see and to control where they are putting the product.
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Publication:MMR
Geographic Code:1USA
Date:Oct 17, 2005
Words:555
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