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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?

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