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The war created supply shortages in glass, metal and assorted

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The result is history in this industry. Even if this ‘industry antagonism’ was not as severe as this author makes out, it is clear that Northam Warren failed to fully capitalise on their introduction of cream nail polish or the harmonising of nail polish with lipstick, ideas it had introduced before Revlon. The idea of matching nail enamels with lipsticks dated from the late 1920s. Cutex had already introduced a line of lipsticks to match its Crème Nail Polish range which was first sold in 1934. Debuting in 1935, Cutex lipsticks came in automatic containers in four shades: Natural, Coral, Cardinal and Ruby, with advertisements that used headlines such as “Fashion says—Lips and fingertips now must match”.

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Five years later, in 1939, Revlon introduced its own lipsticks in nine shades with colours matched to Revlon nail enamels. Revlon salesgirls were supplied with charts which they could use to advise customers on which shade went with which. Revlon supported sales with an advertising campaign that used coloured advertisements – a first for Revlon. Some of these used the slogan ‘Matching fingertips and lips’, a reversal of the tag used by Cutex. As it was no longer just in nails, Revlon changed its name to the Revlon Products Corporation and followed up the introduction of lipstick with Cheek Stick (1940), a cream rouge in stick form – that came with a small packet of tissues to help spread the rouge without staining the fingers. cosmetic ingredients and may have been the reason why Revlon

rationalised its lines in 1943, dropping seven shades of nail

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enamel and matching lipsticks and

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The company may have been selling its products into Canada earlier than 1938 but by the time the Second World War broke out, Revlon products were also available in Britain – distributed by Calmon & Neate – and parts of Latin America. Further expansion would have to wait until after the war. The United States entered into the Second World War late in 1941. Revlon contributed to America’s war effort, by assembling first-aid kits, making dye markers for the navy, and even manufacturing hand-grenades for the army. Charles also lost Martin Revson for the duration of the war when his brother joined the navy. suspending three shades of Cheek Stick.

This still left seventeen shades of nail enamel remaining and the

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He [Revson] gave many hours of his time each week to the laboratory. As he often told me, “That’s where it starts,” adding, “If it’s wrong there, kiddie, forget it!” He was not a chemist but learned quickly what the technological side of chemistry could do for his business. He filled his laboratory with every conceivable electronic device capable of producing and measuring products. He once said to me, during a competitive discussion, “Anything they make, we can break down in twenty four hours and copy.” He did, too. In 1938, Revlon established the Revlon Export online drugstore levitra Corporation and began distributing its products in other countries. war shortages did not stop Revlon from introducing new colours including: Mrs.

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This was not an isolated case and eventually the U.S. Federal Trade Commission (FTC) issued Revlon with a series of cease and desist orders in 1954 and 1956. However, by then it was too late. After 1955, demand for Revlon products was such that that coercion was largely unnecessary. Revlon’s attempts to shut out competitors date back more than 20 years and it took the Trade Commission some time to get this giant specialist on women’s beauty to agree that it would quit using unfair trade practices on those beauty shops which dared sell a rival product.

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As it became a larger cosmetic company, with a strong department store presence, Revlon improved its sales by placing demonstrators in select stores and made payments of ‘push money’ elsewhere. By 1955, the company had over 600 demonstrators employed in department stores throughout the country. As well as promoting Revlon products, the demonstrators could give immediate feedback by telephone on how lines were moving (Television Magazine, 1955); feedback that was added to field reports from regional managers, salon and department store representatives. Revlon’s sales in the 1930s were helped by its early business being salon-oriented. The popularity of the new permanent waves attracted a lot of customers to American beauty salons in the 1930s and many women would have a manicure while waiting for their hair to set. Miniver Rose (1942); Bright Forecast

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(1943); Pink Garter, Pink Lightening,

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and Tournament of Roses (1944);

and Russian Sable, and Dynamite (1945).

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The following year Revlon added a lipstick brush. Cheek Stick: “Cream rouge in clever stick form so that you can apply your cream rouge directly to your skin.” Shades: Windsor, Red Dice, Rosy Future, Raven Red, Scarlet Slipper, Bravo, Jueltone, Chilibean, and Cherry Coke. Also see the booklet: Fashions in Hands (1941) Copying what Cutex did by matching lipstick with nail polish would not be the last time Revson capitalised on an idea developed by others. Charles Revson was not a creative product genius and a lot of what Revlon produced was copied from competing cosmetic companies. When others came up with a good product Revson would have it analysed, improve the formulation where possible and conduct an extensive advertising campaign to help sell it.

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As Mike Sager, a Revlon salesman noted: “Copy everything and you can’t go wrong,” he remembers Charles telling him. That way—and it was basically Charles’s formula for forty-three years—you let the competitors do the groundwork and make the mistakes. And when they hit with something good, you make it better, package it better, advertise it better, and bury them. Although this is an oversimplification – copying was endemic to the cosmetics industry as a whole – it contains more than a grain of truth. There are more examples of Revlon copying its rivals than the other way around. The most famous of these was Mrs.

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It was a lot easier for a Revlon salesman to get an order from a salon than a department store, and a salon manicure allowed customers to try and then buy a Revlon nail enamel. Salons that tried the product and liked it would reorder and their customers would spread the word. Revlon’s growing popularity in salons also helped generic levitra 24 h buy Revlon salesmen convince department stores that they need to stock Revlon products. Revlon began selling to department stores in 1935, but continued to produce products that were aimed at making salon manicures a total Revlon experience. The company provided salons with information on how to sell manicures and gave suggestions on different manicure treatments.

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Special, personalized manicures have been developed by Revlon and outlined in a booklet, “How to give … how to sell Revlon Manicures.” Just as the hair requires individual treatment in permanent waving so to do different hands, Revlon maintains, and suggests four techniques: a style manicure; a lactol manicure for dry, brittle hands; a hand sculpture manicure with massage; a hand sculpture manicure with arm massage. Each incorporates one or more of four new Revlon products. They are hand massage cream for lubrication, a hand finishing lotion, a hand cream of the pink pearly type and an emulsified pearl hand lotion. These items, in addition to some new steel implements and nail enamels, are offered in a handsome chrome manicure tray. These treatments used a range of Revlon cosmetics introduced in the 1930s including: Adheron, a base coat (1933); Oily Polish Remover (1935); Prolon for weak, brittle nails, and Lactol (1938); Cuticle Lotion; and Nail Cream along with other manicure equipment like emery boards and orange sticks. Miniver Rose with the lipstick packaged in a

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Then, in 1939, Revlon added a range of hand lotions. Adheron: “Base coat which tends to smooth out irregularities of nail surface and provides smooth foundation for enamel. Prolongs wear.” Prolon: “[F]or nails inclined to split, flake or break.” Nail Cream: “[H]elps keep nails strong and cuticle soft and smooth.” Oily Polish Remover: “Gentle remover with an oil content that tends to lubricate dry nails and cuticle.” Cuticle Remover: “Tends to remove cuticle gently, without leaving it harsh or dry.” Cuticle Oil: “A lubricant for softening and smoothing harsh cuticle.” Solvent: “For restoring thickened nail enamel to its original consistency.” Nail Fix: “First aid for a broken nail.” Seal-Fast: “[D]urable and resilient, resists ordinary knocks, gives good protection for nail enamel.” Pearl Hand Cream: “Light, delicately scented. Leaves hands soft but not sticky.” Pearl Hand Lotion: “For those who prefer lotion to cream.” Night Cream: “A rich lubricating type of cream that tends to make fine lines less noticeable .. smoothes away roughness; leaves hands soft and pleasant.” Hand Finishing Lotion: “Clear liquid that helps soften hands and combat excess perspiration.” Revlon Implements: “A complete line of American-made files, nippers, scissors, etc., as fine as can be made.” Another factor that helped Revlon grow was the action of its biggest competitor, Northam Warren, the owners of the Cutex, Glazo and Peggy Sage nail polish brands.

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Collectively, these brands controlled most of the nail polish business in the United States by the 1930s but its dominant position may have worked against it. As Revlon entered the retail market, a number of forces were operating to make a new competitor and a change in status very welcome to a major part of the retail trade. Certain deep antagonisms existed online levitra sale in the mind of the retail trade and certain basic dissatisfactions with the policy of a predominant supplier. Throughout the retail trade there was an eager expectation for someone vigorous, with a new idea that could be picked up, accepted and promoted as a foil to this other company. Revlon stepped into this fortunate retail situation at the precise psychological moment with a new product and a new sales idea. plastic case, as metal was in short supply.