Revlon Relies on Star Power

NEW YORK Revlon is gearing up to launch its new Star Style line of cosmetics, each supported by one of its five actress endorsers: Susan Sarandon, Halle Berry, Julianne Moore, Eva Mendes and Kate Bosworth.

Each of the five product groupings includes nail polish, lip color, eye shadow, eyeliner and blush, and each is meant to reflect the attributes of one of the actresses, the company said. For example, Mendes’ colors are considered “sultry and seductive,” while Berry is “sexy and smoldering,” according to the client.

Star Style products will be available in July in Wal-Mart and then roll out in August at other retailers in the U.S. and overseas.

Under the direction of Revlon’s chief creative officer Rochelle Udell, the company has created a print campaign in-house to support the launch. Those ads break in August editions of various beauty and style publications. The campaign will run through December for the limited-edition cosmetics, which will be available only this year, Udell said.

Each ad features a close-up portrait of one of the actresses, accompanied by a full-length shot and the cosmetics with the words “Star Style” scripted above. Udell used Glen Luchford for the photography.

“We engaged them in some of the ideas,” Udell said of Sarandon, Berry, Moore, Mendes and Bosworth. “They were very flattered by the idea” of the individual cosmetics lines.

Aegis Group’s Carat in New York handled media planning and buying.

Revlon spent a total of $85 million in U.S. measured media on its cosmetics in 2005, per Nielsen Monitor-Plus.

Publicis Groupe’s The Kaplan Thaler Group in New York is Revlon’s lead creative agency. Last month, the client added Omnicom Group’s Martin/Williams in Minneapolis to handle it $5-10 million hair care account.