• PROMO Magazine, Thursday, April 13, 2006 12:30 PM

Taking a cue from other marketers who have discovered the potential of aging baby boomers, cosmetics giant Revlon is launching a new makeup line for women over 50. The new line, called Vital Radiance, is the company's biggest launch in more than a decade and will be supported by a TV campaign and a dedicated Web site where consumers can learn about and view the product line and take a face, eyes, lips or full consultation questionnaire to receive customized product samples based on their answers. Vital Radiance includes more than 100 products in a hydrating formula for the face, eyes and lips. Face product color palettes are softer for an energized look and eye shadows are more subdued, the company said. Bolder type on the packaging allows for easier reading, and a toll-free number offers the option for personalized service. The products are now available in stores and range in price from $12 to $19. Many cosmetics and skin care companies have focused on researching and developing age-defying products as the huge baby boomer population continues its march toward old age. However, cosmetics targeting that group are a hot new segment.

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