Continued from : Revlon
Continued onto : Revlon ( military post 1960 ) Revlon increased its sales and widened its distribution network during the second base World War but barely supplies meant that emergence was restricted. even so, by 1947, the company had become the worldly concern ’ sulfur largest seller of smash enamel and lipstick ( AP & EOR, 1947 ), a standard of the size of the american cosmetics market.

Nail enamel

In 1946, Revlon updated the formula for its nail enamel and repackaged it as Lastron in a bottle with a long, lucite-handled brush which the party said made applying the polish easier. Lastron Nail Enamel: “ [ G ] oes on like a breeze. .. dries in split seconds. .. ends smearing, peeling, chipping worries ! Wear ? With a beguiled life ! beautiful bottle ! Exclusive lucite plume balances your hired hand, makes you expert at applying enamel. Comes in all Revlon shades. ”

1946 Bachelors Carnation Above : 1946 Bachelor ’ s carnation with older complete enamel bottle. 1948 Revlon Sweet Talk Above : 1948 Sweet Talk with Lastron in the new complete enamel bottle. In 1947, Revlon besides added Everon, a new base coat, unfortunately made with phenyl-formaldehyde resins which proved to be potent allergy sensitisers. possibly because of this, Revlon replace Everon with Prolife in 1948, before adding a circus tent coating, Supersealer, in 1950. 1947 Revlon Everon Base Coat Above : 1947 Revlon Everon Base Coat. In 1952, Revlon combined Supersealer with Prolife to begin the Nail Builder range. The first Nail Builder Sets came in two forms : Normal, consisting of Prolife foundation coat and Supersealer top coat ; and Problem, made up of a specially-formulated base coat for problem nails called Frosted Prolife and Supersealer. In 1953, Revlon then added two more products to the Nail Builder scope : Nail Builder Creamy Cuticle Remover and Nail Builder Cuticle Massage Cream. Nail Builder Creamy Cuticle Remover: “ New easy way to keep your carapace soft and smooth. extra double-performance action—a precious lubricant soothes and softens carapace, while at the same time ‘ remover action ’ loosens and removes dead cuticle. ”
Nail Builder Cuticle Massage Cream: “ A rich people new cream fortified with white iodine valued Cholesterol and soothing Lanolite—Revlon ’ s single skin-softening component ! For dry, brittle or splitting nails. ” other base coats added through the ten included Super-Base ( 1954 ), and Wonder Base ( 1958 ). New top coats Super-Base: “ There ’ mho never been a basecoat like it ! Flows on like fluent glaze, dries about arsenic quickly as applied, and breeze through enamel merely glides on over it. You ‘ll be astounded how much longer your nail enamel stays on. ”
Wonder Base: “ Creamy in texture, … potects your nails as it protects your pinpoint enamel. .. avail end chipping to make manicures last days and days retentive ! ”


In 1947, Revlon besides reformulated its lipstick as ‘ All Plus ’ recipe and returned to producing them in ‘ Good-as-Gold ’ alloy containers. In 1949, Revlon began calling its lipsticks ‘ juicy ’ even though they were by and large promoted as an indelible. In November, 1947, like a number of early companies, Revlon introduced a longer pencil lipstick besides using the ‘ All Plus ’ formulation. Revlon ’ south translation, called Lip Fashion, had a double-angled peak – a specialize edge for outlining the lips and a broad surface for making the filling in strokes. It was ampere advertise as ‘ A long lipstick—Not a lipliner ’. All-Plus Lipstick: “ Just what the name implies. .. in its fat satiny texture ; easy stroke-on, prolonged lip beauty. ”
Luscious Lipstick: “ [ S ] tays on longer than any lipstick we ’ ve always seen. ”
Lip Fashion: “ It ’ s the celebrated delectable Revlon lipstick in the easy-in-handle, longer, gold-colored metal lawsuit ! Balances in the hand to give you modern expertness and sureness in ‘ putting on ’ your mouth ! ” Shades included : Ultra Violet, Pink Lightning, Pink Garter, Fatal Apple, Quiet Pink, Bachelor ’ randomness Carnation, Raven Red, Rosy Future, Windsor, Snow Rose, Snow Pink, Chilibean, and surely Red. In 1949, the company combined Lip Fashion with a ball-point pen to produce Fashion-Write, a ‘ lipstick-pen ’ that would apply lipstick at one end and write notes at the early. Another bangle added in 1950 wa the Lip-Mirror. It came in two forms : a thickly version for bright Lipsticks and a dilutant stylus for Lip Fashion. Revlon Lip-Mirror Above : Revlon Lip-Mirror. This is the thick translation for delectable Lipsticks. Attaching the mirror to the end of the lipstick when not is habit mean it was less likely to get lost in a purse or bag.

Shade ranges

Revlon was known for its extensive shade range and the company continued to use full-color photographic advertisements in major magazines to publicise new shades with spreads occasionally running over two pages. New postwar shades included : Fatal Apple ( 1945 ) ; Tortoise Shell, Hildegarde Rose, Ultraviolet, and Bachelor ’ s Carnation ( 1946 ) ; Cinderella ’ second Pumpkin, Quiet Pink, and surely Red ( 1947 ) ; Sweet Talk, and Orchids to You ( 1948 ) ; Plumb Beautiful, Ripe Pimento, and Touch of Genius ( 1949 ). 1945 Revlon Fatal Apple Above : 1945 Revlon Fatal Apple. Revlon later added : Sunny Side Up, Stormy Pink, and Where ’ s the Fire ? ( 1950 ) ; Baby Tangerine, Lilac Champagne, Orange Sherbert, Paint the Town Pink, Love that Red, and surely Red ( 1951 ) ; Say it with Roses, Fire and Ice, and Paint the Town Pink ( 1952 ) ; Crazy Pink, Cherries in the Snow ( 1953 ) ; Cinnamon Stick, Queen of Diamonds, and Kissing Pink ( 1954 ) ; Hot Coral, Cherries a la Mode, and Love that Pink ( 1955 ) ; Pink Vanilla ( 1956 ) ; Orange Flip, Pink Heaven, Red Caviar, Mocha Polka, and irani Melon ( 1957 ) ; Say it with Rubies, Butterfly Pink, and Fifth Avenue Red ( 1958 ) ; Gold Frosted, White a lanthanum Carte, Nougat, Frosted Pink, Honey Vanilla, Strawberry Vanilla, Coral Vanilla, Mango Sherbet, Tangerine Sherbet, Orange Float, Toffee Sherbet, Raspberry Icing, Violet Icing, Grape Icing, Flama Grande, Cherry Mousse, and Pink ’ issimo ( 1959 ) ; and french Toast, and Cherry Bon Bon ( 1960 ). 1954 Queen of Diamonds Above : 1954 Queen of Diamonds. 1955 Revlon Cherries a la Mode Above : 1955 Cherries a louisiana Mode. 1955 Kissing Pink Above : 1955 Kissing Pink. 1956 Revlon Say it with Rubies Above : 1956 Say it with Rubies. 1957 Persian Melon Above : 1957 persian Melon. 1958 Fifth Avenue Red Above : 1958 Fifth Avenue Red. 1958 Butterfly Pink Above : 1958 Butterfly Pink. In 1959, Revlon began introducing modern shades in semblance collections starting with Colors Unlimited ( Pastel Look ) Lipsticks ( Strawberry Vanilla, Nougat, Orange Float, Frosted Pink, Toffee Sherbet, Mango Sherbet, Violet Icing, Coral Vanilla, Raspberry Icing, Tangerine Sherbet, Grape Icing, Honey Vanilla and White a lanthanum Carte ) with matching pinpoint enamels ( Strawberry Vanilla, Honey Vanilla, Coral Vanilla, Mango Sherbet, Violet Icing, Toffee Sherbet and Raspberry Icing ) and frosted shades ( Cherry Mousse, Pink Platinum, Apricot Ice, Candied Peach, Orange Parfait and Pink Julep ) added later. 1959 Colors Unlimited Second Edition Above : 1959 Colors Unlimited second Edition. Revlon besides added Bon Bons ( Frosted ) Nail Enamels ( Violet Creme, Champagne Taffy, Pistachio Mint, Butter Pecan, Pineapple Yum Yum, Pink Coconut, Platinum, and Sugar Blue ) in the same year. Revlon put a great deal of campaign into promoting its new shades the most successful campaign being Fire and Ice which launched in the fall of 1952. 1952 Fire and Ice Above : 1952 Fire and Ice. The dress movement was covered in rhinestones largely sewn on by a man who did costumes for strippers. It did not have a back and was held in place with safety pins. The scarlet cape was a replicate of one by Cristóbal Balenciaga [ 1895-1972 ] that Kay Daley had seen in Paris ( Tobias, 1976 ). The lipstick was available in Indelible-Creme and regular formulations with the Regular and Frosted Nail Enamels made to an ‘ Improved conceptualization ’. The Fire and Ice shade political campaign was developed by Kay Daley, from the advertise means Norman, Craig & Kummel, and Beatrice ( Bea ) Castle, Revlon ’ s in-house market executive. The campaign featured the model dorian Leigh [ 1917-2008 ] in a silver, sequinned trim with crimson cape photographed by Richard Avedon [ 1923-2004 ]. ‘ Vogue ’ magazine planned its November issue around the nuance, and a blanket of magazine ads, window displays, counter cards and radio endorsements, and a good deal of free publicity, pushed sum Revlon sales to about US $ 25.5 million. 1952 Revlon Fire and Ice window display 1952 Revlon Fire and Ice window display.

New products

other additions to Revlon ’ s intersection range in the immediate post-war period included : fashion Plate ( 1947 ), a press cream powderize that promised a ‘ poreless-as-porcelain ’ finish up ; Aquamarine Lotion ( 1947 ), a hand and body lotion ; and Touch and Glow ( 1950 ), a liquid constitution with a flat complete. Fashion Plate: “ A blessing to women with bark imperfections because it gives complete coverage without creating an artificial ‘ made up ’ look. Apply with the fingertips and blend with a damp sponge. Gives a fluent, natural stopping point ” Shades : Ultra Violet, Pink Lightning, Sheer Dynamite, Tortoise Shell, Bachelor ’ randomness Carnation, Fatal Apple, Mrs. Miniver Rose, Rosy Future, Russian Sable, Country Cream, and Natural with Cinderella ’ s Pumpkin added later that year.
Aquamarine Lotion: “ [ L ] ooks—and feels—and is—the height of lavishness. change to this beginning real hand complexion treatment tomorrow ! high concentrated, indeed fiddling goes sol army for the liberation of rwanda. ”
Touch-and-Glow: “ Dry skin looks dewy ; muffle skin glows with young color. Look closely. .. your complexion never bloomed like this! And how disingenuously this liquid constitution hides lines and shadows—without maskiness ! Nobody knows you wear it. .. but you! Never caky or drying. ” Shades : Natural, Light, Creamy Ivory, Misty Rose, Cream Beige, Rachel, Suntan, and Dark Dark. 1956 Aquamarine range 1956 Aquamarine image. When Aquamarine Lotion proved to be successful, Revlon built it into a complete line which included : Aquamarine Lotion Soap, Aquamarine Bath Powder, Aquamarine Cream Deodorant, and Aquamarine Spray Deodorant ( 1950 ) ; Aquamarine Cream Deodorant, and Aquamarine Lotion Deodorant ( 1951 ) ; Aquamarine Shaving Balm, Aquamarine Lotion for hands and legs, and Aquamarine Lotion Shampoo, for dry, normal, oily and bleached hair ( 1952 ) ; Aquamarine Talc, and Aquamarine Spray Deodorant ( 1953 ) ; Aquamarine Splurge, after-bath mist ( 1954 ) ; and Aquamarine After Bath Freshener, and Aquamarine Milk Bath ( 1959 ). This practice of adding ‘ flankers ’ or ‘ line extensions ’ was repeated by Revlon to build a number of products into extended lines including Ultima, Moon Drops, Natural Wonder, Clear and Clear, and Sun Bath. By 1950, Revlon was a big cosmetics company with manufacture plants in North and South America, in 11 countries in the Near and Middle East, and subsidiary company organisations in 11 european countries equally good as Britain, Iceland and Malta ( AP & EOR, 1950 ). oversea sales were handled by Revlon International Corporation, the renamed Revlon Export Corporation, which established branches in a phone number of countries around the worldly concern. In the United States, the party ’ sulfur products were distributed directly to 1,700 department stores, 5,700 better drug stores and numerous senior high school class beauty salons ( AP & EOR, 1951 ) and Revlon could be said to be on par with its competitors. however, apart from smash polish/enamel Revlon did not dominate any particular line of cosmetics and, although it was a market leader in lipsticks, its commanding stead in this class would soon be challenged.

The lipstick wars

In 1950, Hazel Bishop began an across-the-board newspaper, radio and television campaign promoting Hazel Bishop Lasting Lipstick beginning what has been referred to as the American ‘ Lipstick Wars ’. By 1953, Hazel Bishop had captured 25 % of the american lipstick grocery store and had added a rouge and nail enamel. See besides : Hazel Bishop and Lipstick Wars Most of Hazel Bishops ’ s achiever was ascribable to its extensive use of television receiver advertising, a medium Charles Revson did not understand and disparaged, chiefly because it was broadcast in black-and-white, not colour.

good as color plays a major function in Revlon products, so it does in advertise. Each new color is promoted to the hilt. Magazine ads, buffet cards, packages, window displays and direct chain mail proclaim the new colors as they come along. discolor is one argue that Revlon has never gone heavy into radio or black-and-white television. But when color television is perfected, you can bet your penetrate dollar Revlon will be in it.

The position was made bad for Revlon when Coty launched Coty “ 24 ” indelible lipstick in 1955 using the composition ‘ Wake up beautiful with “ active ” color glowing on your lips ! ’. It proved to be a big seller and involve Revlon ’ s sales even further. Between Hazel Bishop and Coty, Revlon ’ s share of the american lipstick commercialize hit an all prison term depleted ( Abrams, 1977, p. 128 ). 1951 Revlon Indelible-Creme Lipstick Above : 1951 Revlon Indelible-Creme Lipstick in Pink Lightning, Bachelor ’ sulfur Carnation, Sweet Talk, Love that Red, Plumb Beautiful, Certainly Red, Scarlet Poppy, Touch of Genius, Pink Plumb Beautiful, Stormy Pink, Snow Pink, Bravo, and Ripe Pimento shades. In 1951, to combat Hazel Bishop, Revlon added Indelible-Creme Lipstick to its Regular Lipstick but was forced to abandoned it in 1953 when the U.S. Federal Trade Commission ( FTC ) got agreement from advertisers that lipsticks can lone claim to be ‘ indelible ’, ‘ smear-proof ’, or ‘ non-smear ’ if the word ‘ type ’ was used with such descriptions. Its replacement was Lanolite Lipstick ( 1954 ), a greasy, lanolin-enriched lipstick, in non-smear and unconstipated formulations ; however, sales were disappointing. 1955 Revlon Lanolite Lipstick Above : 1955 Revlon Lanolite Lipstick in 33 shades. Lanolite Non-Smear Type: “ [ A ] revolutionaty new non-smear type lipstick that very lasts. .. without leaving the lips parched and dry. ”
Lanolite Regular: “ [ S ] frequently, super creamy, absolutely fantastic feel on the lips. Amazing stay-on quality. ” In 1955, in response to Coty “ 24 ”, Revlon introduced Living Lipstick ( the twenty-four hour type ) with the line ‘ Put living color on your lips ’ an obvious copy of Coty ’ s ‘ alive ’. This mean that when Revlon introduced its Futurama refillable lipstick cases – designed by the jewellers Van Cleef & Arpels – late in the year, they could be filled with either Living, Lanolite Non-Smear or Lanolite even lipsticks. 1956 Revlon Futurama Above : 1956 Revlon Futurama. It is possible the Charles Revson picked this name as it had been previously used by General Motors to name their exhibition in the 1939 New York World ’ randomness Fair. Revson wanted to be the General Motors of cosmetics. In 1956, the company added Lustrous Lipstick – the one-fourth lipstick Revlon had marketed since 1951. Women could now choose between Revlon ’ second Living, Lanolite Non-Smear, Lanolite Regular, or glistening lipsticks. The choice confused them and Revlon got barter complaints from retailers about the need to store four different types of lipstick in a wide image of colours and refills. Realising there was a problem, Abrams states that Revson decided to concentrate on Living Lipstick and dumped over 1,000,000 Lanolite lipsticks off the Revlon stock ( Abrams, 1977, p. 129 ). It is possible that lone Lanolite Non-Smear lipsticks were dumped as the company was distillery selling Lanolite lipsticks in the 1960s along with Lustrous and Super Lustrous II. 1957 British trade advertisement for Revlon lipsticks Above : 1957 british barter ad for Lanolite and Lustrous Lipsticks, and Futurama cases. interim, Coty had informed International Playtex – who had a brand on ‘ Living ’ ( for Living Bras ) that included toiletries – about Revlon ’ randomness use of the ‘ Living ’ list and Revlon was forced to cease production of this cable under threat of court carry through. This may have been the lipstick that Abrams suggested Revlon dumped from its stock. fortunately, Revlon was immediately in a position to bear the cost of all these changes. By 1956, it had become the exclusive advertiser on the hottest television show in America, ‘ The $ 64,000 Question ’. With it Revlon won the lipstick wars and Coty and Hazel Bishop were no long considered a major terror.

‘The $64,000 Question’

Revlon had previously sponsored a number of television shows including ‘ Revlon Mirror Theater ’, ‘ Mr. and Mrs. North ’, ‘ What ’ mho Going On ? ’ and ‘ Whom Do You Trust ? ’ none of which had proved to be successful in its battle with Hazel Bishop and their television receiver program ‘ This is Your Life ’. Revson had small option but to try again and much against his good sagacity he agreed to be come the sole sponsor of even another television receiver program, ‘ The $ 64,000 Question ’. The testify first went to air on 7th June, 1955 and, after a boring startle, proved to be a phenomenon. Almost anything Revlon advertised on it got a massive sales hike. The company ’ s sales jumped from US $ 33,604,000 to US $ 51,646,000 in 1955 – even though the program had alone been televised for six months – and had more than doubled to US $ 110,363,000 by 1958, the year the show went off the air travel ( Abrams, 1977, p. 64 ). See besides : Revlon and ‘ The $ 64,000 Question ’ By 1960, Revlon was the total one seller of lipstick, hairspray, complete products and makeup ( Tobias, 1976, p. 148 ) and way out in front of all of its competitors, even outselling Avon. Revlon had besides gone public on December 7, 1955, six months after the debut of ‘ The $ 64,000 Question ’. The shares began at US $ 12 but hit US $ 30 within a few weeks and were split two-for-one in 1956. Helena Rubinstein may have been a equal but evening she had Revlon shares. however, Charles Revson was soon on his own. Joseph Revson left the fast in 1954 and Martin followed in 1958. In both cases the departures were acrimonious.

Other lines

During the 1950s Revlon expanded its product range in a number of directions, adding a number of new product categories to its inventory. 1952 Revlon Touch-and-Glow, Nail Enamel and Indelible-Creme Lipstick Above : 1952 Revlon Touch-and-Glow, Nail Enamel and Indelible-Creme Lipstick.


New additions to Revlon ’ s constitution range in the 1950s included : second Nature ( 1952 ), an estrogenic fluid constitution ; Love-Pat ( 1953 ), a press powder-cream ; Touch-and-Glow Face Powder ( 1955 ) ; and Touch-and-Glow Pressed Powder ( 1958 ). The new Touch-and-Glow powders came in the like shades as Touch-and-Glow Liquid Powder introduced in 1950 and were updated accordingly.

1956 Revlon Love Pat Above : 1956 Revlon Love Pat. 1959 Revlon Touch-and-Glow Face Powder, Liquid Make-up, and Pressed Powder Above : 1959 Revlon Touch-and-Glow Face Powder, Liquid Make-up, and Pressed Powder. Second Nature: “ If you have mature akin you need than a makeup foundation. You need the day-long, Youthifying benefits of hormones. Revlon gives you both In second Nature. .. the estrogenic fluent makeup. It ’ s never greasy. .. never drying ; equally dependable for greasy or dry skins. ” Shades : Light, Creamy Ivory, Misty Rose, Dark Dark, Creamy Beige, Rachel, Sun Tan, and Natural ( colorless ).
Love-Pat: “ A particular blend of press powderize and initiation with skin-softening Lanolite. ” Shades : Cream Beige, Cream Ivory, Dark Rachel, Sun Tan, Light, Light Light, Misty Rose, and Rachel.
Touch-and-Glow Face Powder: “ Blended with Lanolite, it clings for hours, gives your clamber aglow glow ! ” Shades : Natural, Light, Creamy Ivory, Misty Rose, Cream Beige, Rachel, Suntan, and Dark Dark. In 1950, Revlon besides filled a major gap in its constitution range with the addition of Dreamy Eye Make-up – Mascara, Eye Shadow and Eyebrow/Eyeliner Pencil. Window display for Dreamy Eye Make-up Above : c.1950 Window display for Dreamy Eye Make-up. The range consisted of a cake mascara in a credit card mock tortoiseshell case in Birchwood, Ebony, Evergreen, Fresh Violet, Ice Blue, Marcasite, Pistachio, Royal Blue, Teal Blue, Titian and Walnut shades ; a stick eye-shadow in a gold-toned, lipstick-type subject in Blue Frost, Evergreen. Fresh Violet, Gold Frost, Green Frost, Ice Blue, Mauve Frost, Pistachio, Royal Blue, Sea Frost, Silver Frost and Teal Blue shades ; and an eyebrow pencil/eyeliner in a plastic tortoiseshell automatic case in Birchwood, Blue Frost, Ebony, Evergreen, Titian and Walnut shades. Revlon added extra products to its eye makeup range through the 1950s including Waterproof Cream Mascara ( 1957 ) and roll-on Mascara ( 1958 ). The roll-on Mascara was identical similar to Helena Rubinstein ’ s Mascara-Matic ( 1957 ) and came with a furrow metal wand rather than a brush but Revlon advertise it as the world ’ south beginning auromatic mascara made without turpentine. It came in six shades : Black, Light Brown, Dark Brown, Blue, Dark Blue, and Green. See besides : automatic rifle Mascara The achiever of the Roll-On Mascara – no doubt helped by the ‘ The $ 64,000 Question ’ prompted the company to release a more extensive eye makeup range in 1959, Eye Makers à la Carte. 1959-eyemakers Above : 1959 Revlon Eye Makers à la Carte.


In the 1950s, Revlon developed an extensive skin-care range of ‘ Flowing Beauty Cremes ’ said to be the ‘ ultimate accomplishment in scientific skin concern ’.

[ A ] whole newly concept in treatment that ’ s alone in the history of beauty. now, with a maximal count of products. Revlon provides all the essentials for skin worry ( cleansing, foreplay, moisturizing and lubrication ). .. without dearly-won and time-consuming duplications. Each creme contains particular youth-giving properties. Each is made in slowly flowing liquid form – a rightfully advanced scientific method acting of bark worry that ’ s wholly different from antique treatment products – that makes them faster acting, deeper penetrate, far more effective and so easy to use [ that ] tied the busiest woman now has time for beauty this streamlined room !

besides attend : Revlon Retail Sales Training Course ( c.1955 ) Beginning with White Sable Liquid Cleansing Cream, and White Sable Hormone Liquid Cleansing Creme ( 1952 ) ; Revlon followed this with Moon Drops Moisture Balm ( 1953 ), a humidify balm ; Build Up ( 1953 ), a tauten facial ; Waking Beauty ( 1953 ), a night cream containing vitamins A, D, and E made in two formulas with or without hormones 1954 Revlon Build-Up, White Sable, Moon Drops and Waking Beauty Above : 1954 Revlon Build-Up, White Sable, Moon Drops, and Waking Beauty. After this came Clean and Clear ( 1955 ), a bubbling cleansing agent ; Liquid Asset ( 1957 ), a skin normalizer besides containing vitamins A, D, and E ; Seven Wonders ( 1957 ), a night cream for very dry skin containing Lanolite and vitamins A, D, and E ; Clean and Clear for Extra Dry Skin ( 1957 ) ; Moon Drops Moisture Foundation ( 1958 ) ; and Ultima ( 1959 ), a side cream made with polyunsaturates and squalene. 1959 Revlon Ultima Above : 1959 Revlon Ultima. White Sable Liquid Cleansing Cream: “ [ D ] ramatically different from antique cleansers— ‘ matches ’ precisely the convention, healthy acid-alkaline balance of your bark. .. is guaranteed to contain no soap. .. and will not dry out your skin. ”
Moon Drops Moisture Balm: “ The moment this greaseless flowing cream touches your face, you feel the moisture menstruation into your skin. And what a delightful sense it is—like holding your face up to a gentle April rain. ‘ Moon-Drops ’ literally drenches your skin with moisture that sinks deep into your skin, helping it look smooth, fresher—years younger ! ”
Moon Drops Moisture Foundation: “ Non-greasy foundation that is crystalline on the skin, cursorily absorbed. Working under constitution it helps protect the bark from losing precious moisture. besides provides a base which helps foundation glide on more smoothly and gunpowder cling longer. Can be used by greasy skins for nightlong humidify. ”
Build Up: “ [ H ] elps lift exhausted facial contours—picking up and firming the lines of your face to help you look and feel bracing. .. ( and shh—so much younger ! ) ”
Waking Beauty: “ [ W ] akes your skin to a new, firmer, younger expression. .. smooths away dispassion, bantam wrinkles. VITAMINS A, D and E in ‘ Waking Beauty ’ let you laugh at wind instrument, sunlight. .. age and worry lines. Use it. .. you ’ ll think you ’ ve turned back the clock. ”
Clean and Clear: “ [ S ] cientific deep cleansing agent in two types—pink greaseless lotion that lightly rinses away dirt, dirt, makeup ; white ‘ flowing cream ’ for extra dry peel. ”
Liquid Asset: “ The two layers you see are ocular validation of ‘ Liquid Asset ’ s ’ unique two-phase formula—a formula which permits maximum absorption of active nutrients and oils—is enriched with vitamins A, D, E. Dry Skin ? buttery Skin ? ‘ Liquid Asset ’ normalizes both ! It was developed by the Revlon Laboratories to help restore your skin ’ second chemical counterweight, bringing both dry ( acid ) and greasy ( alkaline ) skins back to normal—on liaison. ”
Seven Wonders: “ The cream accomplishes seven tasks—it moisturizes, lubricates, smooths, softens, conditions, tones and stimulates the bark. ”
Ultima: “ Contains fast-acting polyunsaturates. .. elements that act directly on your skin cells to help increase their moisture holding capacity. This is important because, as you get older, your skin loses its ability to hold moisture … [ A ] lso contains a specially treat form of squalene much the lapp as the natural petroleum your skin had in abundance years back. ” jointly, these products enabled Revlon to offer ‘ scientific ’ treatments for a stove of bark types all using a four step process – Cleansing, Stimulation, Moisturising, and Lubrication.

Science has found that convention, healthy clamber has only four basic needs : cleaning, Stimulation, Moisturising and Lubrication.
Scrupulous cleanliness is smasher rule number one—but soap and water entirely just won ’ thymine do. The only way to remove constitution thoroughly is with a liquid cleansing agent that reaches down deep into the pores and floats out every atom of dust and cold makeup that differently would clog the pores.
Just as our bodies need exert, so the hide needs stimulation. By increasing the lineage circulation, aristocratic stimulation improves the skin texture, coloring material tones the skin and keeps your contours firm and youthful.
Like a plant, the skin needs moisture. Young, goodly bark has its own moisture provide, but central heat, hoist and sun all rob the skin of this cute moisture as we grow older. Skin with insufficient moisture looks lined, and needs moisture to restore the attend and the softness thus frequently found entirely in the very youthful.
This is identical important because lubrication keeps the come on of the skin soft and limber, and guards against peel off and sobriety.

See besides : Revlon for a Lovelier You ( c.1959 )


In 1952, Revlon developed Aquamarine Lotion-Shampoo containing the miriacle ingredient ‘ Magnetol ’. The product came in four unlike formulas to cater for dry, oily, normal or tinted, and bleached hair. In 1953, it then released Aquamarine Hair Dressing which could be used as a hairdressing or hair conditioner, followed by Silken Net in 1954, described as a ‘ perma-soft liquid hair spray ’ and Satin-Set ‘ a pin-curl spray-set ’ in 1955. 1955 Satin-Set Above : 1955 Satin-Set. In 1959, Revlon entered the hair-colouring field with its learning of Bressard Hair Products Corporation and Bressard Distributors Inc. Bressard made and distributed Tiara hair colouring and hair stipulate products sold to beauty salons for professional practice.


Revlon besides began to show a greater interest in perfumes. If Charles Revson had not been previously convinced about the importance of aroma, the achiever of Estée Lauder ’ s Youth Dew Bath Oil ( 1953 ) must have surely attracted his attention.

In 1968, making one of his infrequent public appearances as a lecture manufacturer, he told the National Association of Chain Store Druggists, “ Get a aroma going and you ’ ve got everything. Soaps, powders, after-bath colognes, bathtub beads — you name it ! ” Revson saw the line extension possibilities of fragrances as a money machine which could keep turning out product after product once the public accepted the basic effect.
He besides believed fragrances were one of the few unassailable areas free of government ( FDA and FTC ) regulation. “ Y ’ know what they ’ d have to put on a aroma label ? ” he told me once. “ Hopes and dreams — not ingredients, kiddie — hopes and dreams. ”

Revlon released the scent used in the Aquamarine line as a spray mist in 1954, the like year that it debuted Fire and Ice Parfum. In 1955, Revlon then introduced Intimate, a perfume that imitated Miss Dior, first sold in 1947. With some reluctance, Revson agreed to it being advertised on television receiver, the first aroma to be promoted this room. Within a year it was one of the largest sell fragrances in the earth, again helped along by ‘ The $ 64,000 Question ’. In 1959, Revlon took over the american and canadian distribution of Parfums Revillon of Paris, and purchased Les Parfums Pierre Balmain of Paris in 1960.

Other products

other products produced by Revlon in the 1950s included : Silicare ( 1953 ), a bridge player protectant ; Silicare Medicated Hand and Body Lotion ( 1955 ) ; Sun Bath ( 1956 ), a smasher tanning lotion ; Hi and Dri ( 1957 ), a roller on deodorant ( the antibiotic neomycin added in 1960 ) ; Living Curl ( 1958 ), a hair spray ; and Thin Down ( 1958 ), tablets for weight reduction containing an appetite sedative and vitamins. Some of these came from Revlon ’ s increasing interest in pharmaceuticals. The company had established a Pharmaceutical Division in 1955 and some of the pharmaceutical products it produced, such as Silicare were related to skin-care. however, others like Femicin ( 1958 ), a medicine for period trouble, were drugs saturated and simple.

Prestige cosmetics

By 1960 – thanks largely to ‘ The $ 64,000 Question ’ – Revlon had become one of the biggest cosmetic firms in the United States ; only Avon had larger overall sales. preferably than being happy about this, Charles Revson was worried. 1959 Revlon Christmas suggestions Above : 1959 Revlon Christmas suggestions. Revson knew that there was a remainder between a commodity and a fashion token. A commodity was used until it is finished and competitors normally competed on price while a fashion detail could be discarded farseeing before the product was used up and competitors differentiated their products through creativity and commercialize skill, with a product that was priced accordingly. As they were chiefly about color, Revson could market pinpoint enamels and lipsticks as fashion items with new colours appearing each spring and fall. They were advertised extensively and marketed through promotion, displays and promotional tie-ins with fashion magazines and department stores which allowed Revlon to set a agio monetary value. The Publishers Information Bureau indicated that Revlon spent US $ 396 on magazine advertise in 1935 ( a single ad in the New Yorker ) ; US $ 6987 in 1936 ; US $ 120,000 in 1941 after lipstick was added to the inventory ; and US $ 492,736 in 1949 ( AP & EOR, 1951 ). Revlon advertised heavily in relative to its sales – and in its early days borrowed heavily to fund it – which gave people the impression that the company was a lot bigger than it truly was ( Tobias, 1976, p. 108 ). It besides helped establish Revlon as a producer of esteemed products in the minds of its customers. A winder to this strategy was maintaining a degree of exclusivity. To preserve its esteemed prototype as a high fashion, high-margin stigmatize, Revlon had to control distribution and keep its products out of stores that would cheapen the mark and lead to price competition. For the most function, Revlon had managed to do this, restricting its products to ‘ selected ’ stores and salons. Revlon entered the 1950s as a relatively deluxe pinpoint polish and lipstick stigmatize but it ended the ten largely as a batch seller. This was chiefly ascribable to the achiever of its television ad but it was besides partially the result of the inclusion body of new products that were more difficult to promote as fashion items. Revson was identical aware of this problem and battled to try and maintain Revlon, or at least parts of the company, as a high-end brand.

The television receiver campaign had tripled Revlon sales, but it had besides made it more mass than class, merely the opposition of what Charles Revson had planned. He urged me to retain at least the combination of mass and class, and we had been able to do that through a combination of restricted distribution, lavishness packaging and higher than modal price. even, there was no deny that the one matter Revlon was losing in the process of growth was “ class. ” ( Abrams, 1977, p. 190 )

Abrams suggests that there was more to Revson ’ south obsession with class than simple economics.

Revson argued that the timbre double of his top lines would enhance the image of basic Revlon. But pride, not profit, was his fundamental motivation in taking the course he did. ( Abrams, 1977, p. 255 )

Revson ’ south concern about prestige was the independent reason behind a number of developments that took place in the deep 1950s and early 1960s including establishing the Princess Marcella Borghese trace ( 1958 ) – the foremost time Revlon had used a ‘ celebrity ’ endorsement – the open of ‘ The House of Revlon ’ smasher salon in New York ( 1961 ), and the presentation of the Ultima II line ( 1964 ).

Princess Marcella Borghese

After negotiations with Princess Marcella Borghese [ 1911-2002 ] in Italy, Princess Marcella Borghese, Inc. was registered as an american pot in 1957, after which the Princess travelled to the United States to help develop the occupation. Things did not go smoothly ; expected personal formulas for cosmetics proved to be non-existent ( Abrams, 1977, p. 196 ) and, after the line was released in 1958, Fabergé took Revlon to court charging that the Borghese packaging and promotion copied their Julliette Marglen line. These problems may have turned Revson against it and might be contribution of the rationality why Princess Marcella Borghese was not mentioned in company reports until 1965.

Men’s lines

In 1958, Revlon began producing toiletries for men when it introduced That Man Cologne and Top Brass, a medicated men ’ randomness hair-dressing used to fight dandruff. That man may have been a reference to ‘ That Nail Man ’, a appoint given to Charles Revson by Helena Rubinstein [ 1871-1965 ]. Top Brass was expanded belated in 1958 with the accession of Top Brass Deodorant, and top Brass After-Shave Lotion late in the year, followed by Top Brass Cologne in 1959. In accession to acquiring a 20 % stake in Revlon in Schick, Inc, Revlon then began adding series of men ’ s colognes, after-shaves, talc and other toiletries under the Top Brass and That Man american samoa well as Monsieur Balmain ( 1964 ), Pub ( 1965 ), and Braggi ( 1966 ). many were aimed at specific price points. Pub, for exercise was positioned between That Man and the upmarket Braggi image.


other issues for Charles Revson were the erratic nature of the cosmetic business and its potential limitations on the growth of the company, both issues made more pressing by the fact that Revlon had become a public company in 1955 and these factors affected its share price. 1955 New Revlon factory in Edison New Jersey Above : 1955 New factory space acquired by Revlon from Johnson & Johnson in Edison, New Jersey, to help cope with the increased demand. It was located near the main trace of the Pennsylvania Railway. The company occupied the locate in July, 1956. In an the late 1950s Charles Revson began making investments in early companies. In 1956, Revlon bought 150,000 shares of Schering stock and followed this with further acquisitions. In 1957, the company bought Knomark, Inc., the makers of Esquire shoe polish, and followed this with a 20 % concern in Schick Inc. in 1958. In 1959, Revlon acquired a controlling interest in Bressard Hair Products Corporation and Bressard Distributors Inc., the makers of Bressard Tiara professional hair colouring and hair conditioning products for salon function. Revson hoped that buying companies would maintain Revlon ’ s emergence and reduce its addiction on cosmetics. Purchases were relatively modest in the 1950s but picked up well in the 1960s. unfortunately, most of Revson ’ investment choices proved to be ‘ flop ’.


Continued onto : Revlon ( post 1960 ) first Posted : 10th January 2012
last Update : 26th April 2021


Abrams, G. J. ( 1977 ). That man: The story of Charles Revson. New York : Manor Books, Inc. Broadcasting Telecasting. ( 1958 ). Washington, DC : air Publications, Inc. Dallaire, V. J. ( 1951 ). From an estimate to $ 20,000,000. The American Perfumer & Essential Oil Review, February, 115-118. Nail enamel. ( 1959 ). Drug and Cosmetic Industry, 84 ( 4 ), 458-459. Revlon. ( c.1959 ). Revlon for a lovelier you [ Booklet ]. England : writer. Revlon, Inc. Annual Reports 1955-1960. arise of Revlon. ( 1947 ). The American Perfumer & Essential Oil Review, May, 481-482. Tedlow, R. S. ( 2003 ). Giants of enterprise. Seven business innovators and the empires they built. New York : HarperCollins Publishers, Inc.

Television Magazine. New York : Frederick Kugel Company, Inc. Tobias, A. ( 1976 ). Fire and Ice: The story of Charles Revson—the man who built the Revlon empire. New York : William Morrow. Woodhead, L. ( 2003 ). War paint: Miss Elizabeth Arden and Madame Helena Rubinstein. Their lives, their times, their rivalry. London : Virago.

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Category : Nail polish

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