Redesigning Revlon Realistic
New cartons and graphics improve the shelf presence of a classic brand.
Revlon Professional Products Worldwide had a makeover last March when it was purchased by the chairman of the business unit, Carlos Colomer, and British investment group CVC Capital Partners. Colomer's new brand, Revlon Realistic, recently went through a makeover of its own, with its packaging being redesigned to freshen the appearance and the message of the brand. Revlon Professional Products Worldwide had a makeover last March when it was purchased by the chairman of the business unit, Carlos Colomer, and British investment group CVC Capital Partners. Colomer's new brand, Revlon Realistic, recently went through a makeover of its own, with its packaging being redesigned to freshen the appearance and the message of the brand.
Revlon Realistic is marketed to African-American women who want high-impact glamour, according to Daniel Villarroel, director of marketing, ethnic products. "The brand has always been associated with instant glamour and beauty," says Villarroel. "After we purchased the brand, we systematically redesigned the packaging to fit each market."
The most immediate change was a new carton with improved graphics. Ollie Johnson, vice president and creative director for Colomer, expects the new carton to get attention in salons, drug stores, and volume retail outlets where the product line is sold. "The new graphics appeal to our target market with a strong, clean look," Johnson says.
Supplied and decorated by Rex Packaging (Jacksonville, FL), the cartons, with their high-quality photographs set against dark backgrounds, contain complete hair-treatment kits. Two different kits are available, one with sodium hydroxide (lye) and one without it. Bottles of creme and activator, tubes of shampoo and conditioner, plastic gloves, and a mixing spatula are included. The bottles, jars, and tubes, with snip-top seals, are blow-molded from high-density polypropylene in Colomer's facility.
Other redesigns are expected as Villarroel and Johnson review each stock-keeping unit in the brand family. As part of the terms of the acquisition, Colomer may use the Revlon name in conjunction with the Revlon Realistic line.