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Revlon Targets Older Women for Sales Boost

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By: TOM BRANNA

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Revlon Inc. is focused on women over age 50. As part of a turnaround effort, the company unveiled its biggest launch in more than a decade, Vital Radiance, a line of makeup formulated for older women. This age group has been forgotten from cosmetic companies focusing on age-defying beauty products for women in their 30s and 40s, and not the segment is becoming very beneficial to the growth in cosmetics. According to ACNielsen, female heads of household over age 45 account for about 69.3% of c...

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