Revlon is axing a good slug of its marketing department and has found itself a new CEO who immeadiately discontinued its baby-boomer-targeted Vital Radiance line.
250 jobs and a write-off of $110 million later the company has concluded Vital Radiance was not going to cut the mustard.
Industry pundits don’t think the problem is any lack of demand for anti-aging products but the marketing muscle of the competition (L'Oreal and Procter & Gamble).
Another reason, quoted for the product’s demise, is Revlon’s decision not to use its brand name on the line. I wonder why? Surely it could not be one of those daft reasons of not wanting to be associated with a product at aimed at older people? Dick Stroud
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