Word: producting
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Dates: during 1970-1979
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...borrow $350 million of additional capital to finance its operations and pay $35 million a year in interest. Saving that much, he says, permits Revlon to "take creative flyers" on some product lines that it otherwise would not introduce?Polished Ambers, for instance...
...stallion that is now pictured in almost every Jontue ad and counter display?a hallmark of Bergerac's approach. He insists that a woman must find at the cosmetics counter the same symbol that may have caught her eye in an ad, so that she can instantly identify the product...
...displays and provides promotional materials for stores to encourage them to put on splashy shows. One for Bordeaux lipstick, nail polish and other cosmetics took a 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...
Most of all, Bergerac nags his managers to identify clearly the customer that a particular product is aimed at: her tastes, attitudes, psychology. When he arrived, the Borghese brand of cleansers, moisturizers and fragrances had no particular image beyond high price. Under Bergerac's constant questioning about "Who is the Borghese woman?" aides finally defined her as a person of sophisticated elegance?and, one gathers, refined eroticism. Ads for Borghese perfume ("The Perfume of the Night") feature an obviously nude woman, her head and shoulders bathed in a rosy glow, the rest of her body outlined in deep shadow. Bergerac...
High price is itself a selling point in cosmetics, a fact about which Bergerac is not the least apologetic. Asked if a $2.50 lipstick and a $6 lipstick are just the same product in a different case, he replies that the formulas are changed, but swiftly shoots back a question of his own. "Suppose they were the same and you knew it? Which would you buy for your wife if you wanted to impress her? If spending more makes you feel better, why not do it? How can you put a price on happiness...