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Color Cosmetics
Revlon displaced Maybelline as the No. 2 maker of makeup, helped by strong sales of
its ColorStay lipstick and Age Defying foundation. The company now hopes to catch up
with P&G’s Cover Girl.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Expenditures (millions)
1 Cover Girl Procter & Gamble, Cincinnati
Grey Advertising, New York
Sales: $516.4
Media Exp: $45.0
2 Revlon Revlon, New York
Tarlow Advertising, New York
Sales: $436.1
Media Exp: $33.8
3 Maybelline Maybelline, Memphis
Gotham, New York
Sales: $375.6
Media Exp: $31.9
4 L’Oreal Cosmair, New York
McCann-Erickson, New York
Sales: $255.5
Media Exp: $31.2
5 Max Factor Procter & Gamble, Cincinnati
Lotas Minard Patton McIver, New York
Sales: $150.5
Media Exp: $23.3
Sources: Information Resources Inc.
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