“But the mousse product has already been done in a few variations and $13.99 in this economy, for a drugstore brand, is still a lot of money.”įor the 52-week period ended March 22, Revlon facial cosmetics sales were up 10.64 percent to $217.7 million, according to Information Resources Inc. If they get their message to consumer, and the consumer is interested in minerals, it’s certainly under a good brand name,” said Mottus. Mottus had mixed emotions about the Mousse launch. Halle Berry will represent the new line in print advertising. An extension of Revlon’s ColorStay Minerals collection, the new foundation is designed to deliver the benefits of mineral makeup in a lightweight, long-wearing mousse form, while offering a matte finish, for $13.99. Within the Almay portfolio, Revlon is introducing a mascara to its eco-friendly Pure Blends collection, a volumizing mascara made from 97.5 percent natural ingredients shipping in July for $6.99.Īlso for the second half of the year is ColorStay Mineral Mousse Makeup. At an April Cosmetic Executive Women panel in New York, CVS Pharmacy’s vice president of beauty, Cheryl Mahoney, noted, “We have been selling lots of mascara.” Mascara has provided a recent bright spot in the beauty segment for some mass retail chains. “ is not like the vibrating ones from Lancôme and some of the other brands, but the pricing is right and Revlon is pretty product savvy - they wouldn’t be introducing something that was the same old, same old.” “There’s always room for a new mascara,” said beauty industry consultant Allan Mottus.