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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 opportunity.

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.