Get it Before It's Too Late - Revlon's Vital Radiance Discontinued

Another Revlon Product Line Bites the Dust

I just knew Revlon's Vital Radiance was doomed. I wanted this line to do well for so many reasons (my first job in the beauty industry was with Revlon – so I still carry a torch.) Mainly though, Revlon could use a big break. Many of its lines have gone by the wayside, like “Ultima II” and “Charles of the Ritz” that have also been discontinued. Wistfully, I had hoped that the best technology of those two Revlon lines had found a new home in Vital Radiance. The good news is that it appears that’s exactly the case. The bad news is – like so many of Revlon’s great products – no one knew about it and it didn't sell.

There is always something so disappointing about Revlon’s marketing – though I can’t put my finger on exactly what. It doesn’t catch my eye or get me excited to buy the product. Money problems have kept Revlon from being the marketing heavy-hitter it should be (though I love seeing Julianne Moore as one of their models.) Revlon doesn't seem to know what it stands for anymore. It used to be the line to use - all the new technology (for long wearing pigments, transfer-resistant color and the like) seemed to come from Revlon. Then it stopped. Did Revlon lose its vision? Or did it just lose its funding?

The Target Audience
First, let me clarify who I think this line was for. This was never a product for teenagers or even many 20-somethings, though I think they would like the product as well. The women who would really be impressed by Vital Radiance beauty products are the women my age and older (30’s and up) who want fast acting – yet long lasting – results from their color products. Of course Revlon stated that the line was for women in their 50's (but why wait for great results?) I will heartily admit that women in their 50's+ are very much under-served in the beauty industry and the loss of Revlon's Vital Radiance is a huge disappointment for that reason alone.