“America’s #1 Long-Wear Makeup”: Revlon.
The understandable and truth-ridden claim summarizes the brand’s success story in five short words. You most likely see their name in places like your local pharmacy, or you see them in Sephoras all around the globe. Revlon managed to wrap consumers into their affordable, quality products quite strategically. They know makeup, but they also know business.
Sales amounted to about 2.5 billion dollars in 2019; a result of which landed them amongst the top twenty beauty manufacturers worldwide.
Whoever was apart of the marketing team for Revlon knew what they were doing with their 1952 campaign that publicly claimed women wear makeup for themselves, and not men. In that time, the ad was quite radical and the concept was unheard of; rather, not spoken about.
A campaign from the 1980s might have just made the ultimate stitch in the growth of Revlon and the developing industry. Kersti Bowser, Christy Turlington, Cindy Crawford, and Paulina Porizkova are the features in this historic ad that stated, “The most unforgettable women in the world wear Revlon.” Of course, women went on the hunt to match that colorful eyeshadow and big hair that made the slogan come full circle.
Offering individual products and collections is not Revlon’s only specialty; they also provide intell on trending beauty topics on their official website. Consumers can discover the step-by-step secrets to the newly used hair root smudging technique or how to fill, shape, and define your eyebrows.
Revlon is one of the most mature beauty centered companies to enter the industry and transform the world from average consumers all the way to A-list celebrities, and now the middle-ground known as “influencers”.
Face, eyes, lips, hair, and fragrances are their main focuses, but their most admired product declared by Allure in 2021 was the “ColorStay Satin Ink” liquid lipstick that only costs $11.49. Another favorite was the “Volumazing Mascara” at only $9.99 and offered in four different shades. A hair-related special product was the “Root Eraser” at just $12.99; an offer that cannot be compared to the dramatically expensive trip a hair appointment adds up to be at this point in time.
Ashley Graham, model and entrepreneur of a beauty line herself called, “Fig. 1”, appears in many campaigns for Revlon and their ongoing legacy. At the beginning of its time, in 1910, Elizabeth Arden opened her bright red salon on Fifth Avenue, and now they are launching products with global brand ambassadors like Gal Gadot, Reese Witherspoon, and Rashida Jones (the list continues much further on).
The good thing for you is that you can be any age and have any job to be able to love on Revlon products. Now this is a real deal beauty company; by treating all levels of customers like one, they have never been more of a force in the beauty world than now. A century of Revlon legacy is making us all emotional!