Revlon targeting mature set
As part of a turnaround effort, the New York-based cosmetic company
unveiled its biggest launch in more than a decade, Vital Radiance, a
line of makeup formulated for older women.
The older women have been largely forgotten as Revlon and other
competitors such as L'Oreal SA focused on age-defying beauty products
for women in their 30s and 40s. But now the segment is a hot new
Female heads of household over age 45 account for about 69.3 per
cent of cosmetic purchases at mass retailers, according to data
supplied to Revlon by ACNielsen, a market research company.
L'Oreal, whose Age Perfect collection is aimed at the younger
boomer, is slated to introduce a cosmetics and skin-care collection
this fall exclusively marketed to women in their 50s and 60s.