Revlon repositions brand toward glamour to court youth market

The US cosmetics company plans to create a brand identity based on the concept of 'modern glamour'. To support the changes, it will double its UK adspend to more than £5m in 2010, with 75% of the budget allocated to TV marketing. Revlon also plans to revamp its fixtures in UK retail outlets and refurbish its London office.

A company spokeswoman confirmed that the brand is to launch a skincare range in the UK for the first time. It also plans to roll out hair-dye line Colorist, a bestseller in the US.

As part of its drive to bring in younger shoppers, Revlon signed up actress and model Jessica Biel as a global brand ambassador earlier this year. In 2007, it signed up actress Jess-ica Alba in the same capacity.

In addition, Revlon is seeking a top UK marketer following the departure of marketing director Graeme Bralsford.

His exit was part of a wider global restructure, in which 400 jobs were cut.

This article was first published on marketingmagazine.co.uk