Word: marketeers
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Dates: during 1970-1979
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Successful as the company has been, the market is so mercurial that no cosmetics firm can ever really be safe; a bad mistake can be ruinous. A classic example is Max Factor's "Just Call Me Maxi" fragrance, introduced last year to compete with Charlie. It came about four years too late, as taste was at the point of switching back to romance and mystery, and bombed so badly that Factor plunged deep into the red; the debacle is widely believed to have cost President Sam Kalish, a Revlon alumnus...
...general the large companies probably will take an ever increasing share of the market, because they have the money for the extensive research, intensive promotion and building up of widespread distribution networks. The growth of cosmetics sales is expected to slow a bit, to perhaps 8% or 8.5% annually over the next few years, from 9% to 12.5% during 1976-77-78. One reason is that cosmetics companies are suffering from their own promotional success; many women now regard cosmetics as necessities to be bought all the time, rather than as luxury items to splurge on when incomes rise. That...
...unless it is covered with special emollients. The 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...
...million last year. That includes international operations; Revlon manufactures in 25 countries and sells in more than 100. Bergerac is negotiating with officials of the Soviet Ministry of Food Industry, which has jurisdiction over cosmetics, to work out a deal to sell Revlon products in the U.S.S.R. "The market is clearly enormous," he says. Foreign cosmetics are a big black-market item in the Soviet Union, because the stodgily run government factories do not turn out lipsticks and fragrances in the quantity and variety that women yearn...
...computer-like box that asks the customer eight questions about her complexion, which she answers by moving silver knobs. The answers are supposed to determine her skin type and thus the right group of Clinique cleansers, moisturizers and creams for her. Or him. Two years ago, Clinique started to market a full line...