Designed to give women 12 hours of “food-proof” color in only one application, ColorStay Ultimate Liquid Lipstick will hit drug and mass chain store shelves the first week in April. The lipstick uses a new, film-forming soluble technology, Revlon executives said, which combines a Revlon proprietary long-wear resin polymer with a base film, allowing color to move with the lips. Available in 20 colors and frosted shades, such as Brilliant Bordeaux and Stellar Sunrise, Ultimate Liquid Lipstick will retail for $10.99.
“Until now all the innovation in food-proof has had two steps and always required a top coat,” said Annette Falso, Revlon’s vice president of product development. “This is the only one-step product that has it all.”
The one-application, 12-hour technology marks a first for the brand’s ColorStay franchise, which introduced the concept of long-wearing to the lipstick category 15 years ago. Revlon’s only other food-proof lip product, Revlon ColorStay Overtime Sheer Lipcolor, launched in 2005, lasts for only eight hours and requires two steps of application. ColorStay Mineral Lip Glaze, which launched last June, only needs one application but necessitates touch-ups after meals.
“It opens up a whole new market for a woman who wants food-proof wear, but who doesn’t want the tightness and discomfort that other products in the category come with,” said Falso.
Actress Jennifer Connelly, who signed on as a spokeswoman for the brand last July, will represent the new line in a print and TV ad campaign. “This is an especially exciting campaign for Revlon,” said Chris Elshaw, Revlon’s U.S. executive vice president and general manager. “We are introducing Jennifer in her first ad for us and at the same time introducing a product first for the industry.”
Image & Source: wwd.com
Kelley Epps-Woods, Beauty Writer
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