Word: revlon
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Dates: during 1946-1946
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...this saccharine ditty from the 1926 hit parade recently had a cataclysmic effect. For weeks the agency had been searching its accounts for a product that could be used as a tie-in to promote a lipstick and nail polish called "Ultra Violet," put out by Manhattan's Revlon Products Corp. It had also been worrying over the same sort of thing for Columbia Recording Corp.'s Dinah Shore. Then several of its geniuses remembered the old song. It was a natch. Lyric writers changed the first line to 'Who will buy my ultra violets?" and substituted...
...Revlon, which sells more lipstick and nail polish (other products: powder, rouge) than anyone else, all this was just new gilt on an old lily. When they founded Revlon in a $25-a-month office in 1932, Brothers Charlie, Martin and Joe Revlon decided to capitalize on names, beginning with their own. They had another cardinal principle: a woman's most important points, unless she's in a bathing suit, are her eyes, lips, hair and hands...
...Ultra Violet campaign is the costliest that Revlon has ever launched, may swell the company's 1946 advertising bil to over $3 million. What Revlon expects in return, like all other figures in the industry, is a closely guarded secret. But largely on the sale of dollar lipsticks and 60? nail polishes which cost the makers about 10? to manufacture, Revlon this year will gross "well into the eight-figure bracket...