Revlon Touts Vital Radiance

NEW YORK Revlon this week launched a television campaign to support its newest brand—Vital Radiance, the first major color cosmetics brand for women over 50 sold at mass retailers.

Vital Radiance joins Revlon’s existing portfolio of brands such as Revlon, Almay, Ultima, Charlie, Flex and Mitchum.

The ads, via The Kaplan Thaler Group in New York, feature two women, ages 51 and 53, sitting on a couch discussing their changing skin-care needs. Two 30-second commercials and three 15-second spots will air on national TV and cable.

This marks the first major Revlon effort by Kaplan Thaler since the Publicis Groupe shop added the business last March following a review.

Print, in-store, a Web site ( and a beauty call-in center (1-800-Radiant) manned by Vital Radiance beauty specialists round out the campaign.

An exact budget for the ads was not revealed. Revlon spent $110 million in measured media in 2004 and $85 million through September 2005, per TNS Media Intelligence.

“The spots target the 50-plus woman with her changing skin,” said Scott Behles, Revlon representative. “Vital Radiance isn’t an age-defying product. It’s formulated to help her look her best today. The ads are about women in their age group enjoying their age and who they are.”

Vital Radiance is a complete beauty system that consists of three steps—Prepare, Color and Finish—with products designed for each stage, along with a line of makeup brushes.