Word: line
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Dates: during 1970-1979
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...would a recession in 1979 be likely to hurt the industry much. Cosmetics sales traditionally continue rising during a mild economic downturn, and dip only slightly in a severe one. Some top-of-the-line items benefit from hard times: a man who wants to give a woman a stunning gift but decides that a $150 handbag, say, would leave his wallet too thin, may select a $50 bottle of perfume. In the low-priced field, remarks Bergerac, any woman can spend $2.25 for a lipstick that will brighten her mood as well as her appearance. Says he: "When things...
...alas, for cosmetics makers, who know only too well that any appeal to women who are "mature" or "experienced" (or whatever other euphemism might be dreamed up for older women) would be the kiss of death. One response that Bergerac has made is to retarget Revlon's lowest-priced line, Natural Wonder, once aimed specifically at teenagers, to reach women aged 18 to 34?not by changing the products but by picturing slightly older females in the ads. Just over half of all American women now have jobs vs. less than a third in 1968, and that is a boon...
...upper and lower lips of black women sometimes differ in color?slightly, but enough to require application of a special base to the relatively lighter lower lip if a lipstick is not to come out two different shades. To tap this market, Revlon three years ago brought out a line of Polished Ambers cosmetics?under the Revlon name rather than some specially invented one, as Bergerac proudly notes. He explains: "In doing it that way you do not discriminate. What we are saying is that black ladies are important enough for us to use our own name in appealing...
...whole floor of Manhattan's Bonwit Teller; Revlon supplied books on wine and even old wine barrels to show off. When a Revlon product is a hit, Bergerac quickly follows it with others under the same name. Charlie, for example, has spread since 1974 from a fragrance to a line of cosmetics and soap...
...Revlon's line, the appeal of Passionata Pink or Pink Vivido might be clear enough. But Blase Apricot? Bergerac himself laughingly wonders, "What kind of psychological profile could you draw for the woman who buys Blase Apricot...