Revlon Case Study

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haircare, the Company sells the Flex and Aquamarine lines in many countries and

the Bozzano and Juvena brands in Brazil.

Beauty Tools: The Company sells Revlon Beauty Tools, which include nail and eye

grooming tools, such as clippers, scissors, files, tweezers and eye lash

curlers. Revlon Beauty Tools are sold individually and in sets under the Revlon

brand name and are the number one brand of beauty tools in the U.S. mass-market

distribution channel. In 2005, Revlon introduced 14 new Beauty Tool products,

including a new line called Expert Effects which have been designed

ergonomically to enable proper technique for expert-like results.

Fragrances: The Company sells a selection of moderately-priced and

premium-priced fragrances, including perfumes, eau de toilettes, colognes and

body sprays. The Company's portfolio includes fragrances such as Charlie and

Ciaraas well as Jean Nat. In 2006, the Company intends to re-enter the prestige

fragrance market in the U.S.

Anti-perspirants/deodorants: In the area of anti-perspirants and deodorants,

the Company markets Mitchum, Aquamarine and Hi & Dri antiperspirant brands in

many countries. The Company also markets hypo-allergenic personal care products,

including antiperspirants, under the Almay brand.

Skincare: The Company's skincare products, including moisturizers, are

predominantly sold under the Almaybrand name, as mentioned above. Other brand

names include Eterna 27, Vitamin C Absolutes and Ultima II. In addition, the

Company sells skincare products in international markets under

internationally-recognized brand names and under various regional brands,

including the Company's premium-priced Gatineau brand, as well as Ultima II.

Marketing

The Company markets extensive consumer product lines principally priced in the

upper range of the mass-market distribution channels and certain other channels

outside of the U.S.

The Company uses print and television advertising and point-of-sale

merchandising, including displays and samples. The Company's marketing

emphasizes a uniform global image and product for its portfolio of core brands,

including Revlon, ColorStay, Revlon Age Defying, Almay, Vital Radiance

(currently available only in U.S. retailers), Charlie and Mitchum. The Company

coordinates advertising campaigns with in-store promotional and other marketing

activities. The Company develops jointly with retailers carefully tailored

advertising, point-of-purchase and other focused marketing programs. The Company

uses network and spot television advertising, national cable advertising and

print advertising in major general interest, women's fashion

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