My Mom wore no makeup but for lipstick. When I was clearing out her place after she passed, I found at least 5 tubes of "Cherries in the Snow" lipstick. I had to buy a tube for myself -- a horrible color for me, albeit a classic -- it'll stay in my stash, reminding me of her.
i think revlon absolutely COULD make a comeback, if it was done the right way. is it old school makeup? yes but embrace that and enhance it. pick up on the nostalgia of early youtube, or even those who like the 40s/pinup style. they need to completely revamp their marketing and creative teams before they would even think about it though. call on other brands who are successful and note what works for them
I have a newer lip product from them that’s like a glossy lip stain mixed with the staying power of the Maybelline liquid lipstick. Or maybe it’s like that Nyx one? But it’s amazing! It’s the Colorstay Satin Ink.
I worked for Revlon as a make up artist around 1989-1990. It was in the Bloomingdale’s in NYC and one of the busiest counters there! The line we worked with was different than what was in the drugstore it was called “Color Studio”. This was in the height of Revlon doing promotions and having celebrity spokespersons. I got to meet Cindy Crawford, Liza Minelli and even had a make up lesson with Kevon Aucoin! I got to do special events all over the city. Even though it was an amazing time, they were losing footing in the industry and once MAC came on the scene, it was all over.
I think one of the problems with Revlon is that for many people (at least that I know IRL), they are a "staple" brand for specific products, usually the lipsticks. A lipstick can last YEARS if you don't use it daily, so even those who swear by their products probably won't buy them often. Similar to Becca with the highlighters. Obviously they have had issues for a long time, but I think this is at least a factor.
My issue with Revlon has to do with their whipped foundation. I fell in love with their whipped foundation and then they discontinued it. I would still be buying it of they still made it. Now I wear No. 7, Loreal, or Missha. I miss that Revlon foundation. It was a great color match. Too many foundations nowadays are yellow.
my mum absolutely loves revlon lipsticks omg and she wears them every day but doesn't reapply so yes it sometimes takes her years to go through the 3 tubes she rotates. i constantly have to buy her new ones because i can't have her using ancient lipsticks
I am in my 40's and still buy Revlon. I think they should try to market to an older demographic with an emphasis on pro-age products like L'oreal's Age Perfect line. I also agree with the comment that they should play up their status as a legacy brand and bring in a vintage vibe. I would totally go for that!
I agree, I'm in my 40s too and I still use their eyeliner and their creme compact foundation and have done for many years. I do feel like their small eyeshadow palettes are completely overpriced!
I would say that, while you bring up some valid points here, I think it might be inaccurate that Revlon doesn't keep up with makeup trends and aren't really desirable products currently. I think that may be the case for the RUclips beauty community but I don't think it is accurate to the general makeup consuming population. I think it is easy to forget that in reality the beauty RUclips space represents a very small population of makeup consumers. I would argue that most makeup consumers are not beauty RUclips watchers and pretty much purchase the same things all the time, typically from the drug store. In the few comments I've read on this video I see people loving Revlon products. My mom and many people in my life buy Revlon and other drug store products. My sister hates Sephora and Ulta as she says she has no idea what to buy, she has her holy grail products from Target and Walmart and repurchases the same things, in the same exact colors all the time. I imagine many things led to this bankruptcy, including a higher price tag for the drug store and lack of shade range available in store, but I often feel like the RUclips beauty space loses touch with the general makeup consumer's buying habits. I think this is evidenced by the things going viral on TikTok, items beauty RUclipsrs either haven't talked about in years or generally ignored entirely. As always, I enjoyed this video and have to say this bolder halo eye is stunning on you. A tutorial on the look would be great!
I do agree with this. I also think it’s a breath of fresh air to have brands like Revlon and Mac (not talking about their cruelty free status) to have classic packing…nothing too flashy and just having makeup. Without pushing makeup releases constantly. I love revlons packaging and how it’s super classic and “plain colors” I hope revlon comes back with their more retro advertising and packaging! That’s super classic too. And That would be super cool.
This is true, we often have a different perspective here. I'm a nurse in a nursing home, and my ladies always have Revlon in their bags, as do their daughters. (Questionable sometimes if it was purchased in this decade or not though 🤣)
True a ton of my friends that are not into makeup like I am are still Revlon, Maybelline and Covergirl fans, all the 3 big names in the drug store from 30 yrs ago when I was in school and they repurchase the same items over and over, I have some staples that I repurchase myself L'oreal, Max Factor and Remmel was a bit out of my price range in middle-high school
I agree with the makeup community. I stopped buying any of their products years ago. Polish didn't last, lipstick was not opaque enough, cream eyeshadow dried up after 2 months, and caused an eye irritation. They lost my vote. They need to reinvent and improve their products.
Well said!!👏 My gripe with them was them discontinuing their amazing products ie, their mascaras- mainly their Lash Potion mascara and their balm lip stain. Their mascara used to be sooo much better and unique but they revamped their whole mascara line and made the new ones very generic, in my opinion. 🤷♀️
I LOVED their lip butters! Why did they ever discontinue them?! They could've used them to launch into a more youthful audience which could have kept their brand open!!
I was in high school and college in the '90s, and the Revlon-supermodel connection was HUGE. Cindy Crawford is still a style icon for me! I loved the original Colorstay lipsticks, but I was really into their shampoos - Flex was an absolute classic, and Outrageous was like hair perfume. (I think you can still get them in Mexico, and a few other places, but not for decades in the US.) They have certainly dropped off the radar for a lot of people (though there will always be die-hards), but like I said in another comment: they should take a page from Besame and really own that vintage vibe. Maybe they could have collections for different decades, with updated looks...
@@gasparinha I actually preferred that to the Paul Mitchell that I regularly used in my Aunt's bathroom - at the time, Paul Mitchell was Britain's main boujie brand, hence not being able to afford it myself and "borrowing" from my (young and cool) Aunt. 😂
I was hoping you would talk about Revlon and their bankruptcy even though they’re not cruelty free. I think their history especially with their lipsticks is incredibly interesting. Like their Fire and Ice Campaign and how many lipsticks they still have from the start of their brand. Plus I love the black and gold packaging. I love the history of red lipstick too! And they have so many shades of red. Plus the quality of lipsticks are amazing. I really hope they go cruelty free soon. Their brand is everything I like! Just simple non-flashy makeup. (I love love how makeup is so personalizable and how there are brands for every style wanted. And how people can express their self. Simple is just my style preferred on myself). And I love how Revlon fits my style I’m not quite done with the video yet so you could touch on their stocks. How Reddit blew up the company and now their stocks are over $10 (last time I checked yesterday). I wonder what this would do for the company I do like how Revlon doesn’t keep up on trends. To me, it’s a bit of fresh air compared to all the other brands. I think many brands are now just becoming the same thing and redundant. I like how Revlon is simple and appeals to the everyday consumer. *this May be all over the place. I kept adding as I got further and further into the video haha. Love your videos as always, Kelly!
Love these videos!!! I'm from Argentina and Revlon was never a drugstore brand, always high end prices. I'd love to see a video about The Balm, which I think is losing popularity.
I think Revlon could make a comeback if they went cruelty free and marketed their makeup strategically. They could play up their vintage vibe, embrace the 90s supermodel era and bring back their lip butters and use them to create a trendy line that would play well on TikTok! They need to embrace social media advertising strategies and they could hold casting contests for unknown models in all shapes, sizes and skin tones and age groups. Run the contest on RUclips and TikTok with followers voting on the photo shoots and selecting the winners in each category. The buzz from that would keep them relevant and talked about!
I no longer use them either since 2019 when I went cruelty free, with the help of your channel. But I can remember my grandma buying makeup from them when I was in dance for recitals. And in high school I recall using that concealer that looked like lipstick for acne. Lol
Kelly I’m literally OBSESSED with this series! As a finance gal, I love hearing about the operations of these companies. You really know your stuff and provide great explanations!
I’m an oldie so Revlon was my JAM in the 90s. I’m cruelty free so I haven’t bought them in ages but their Balm Stain (in Honey, the most perfect mauve your lips but better color) was the best lip product. One of the only non cf products I miss, besides L’Oréal voluminous waterproof mascara. Revlon Rum Raisin lipstick was my staple go to in the nineties. I think Revlon needs to go CF and lean into the nostalgia of their classic products!
I'm not surprised to hear about this. I stopped buying Revlon once they dropped being cruelty free, but like you, I never missed their products because there was just as much selection elsewhere once drugstore brands started to expand. And Revlon became one of those brands I hardly heard RUclipsrs talk about. I also remember several years ago, people were calling for a boycott against the brand because of the CEO's racist comments. Wasn't there a defamation lawsuit against them? I don't know if they still have the same CEO, but I wonder how much that affected things way before the pandemic.
I think if Revlon goes Cruelty Free and improves the powder formula (eyeshadow, bronzer, etc.) and keeps up with the trends they can turn the brand around. I haven’t used the brand since going CF but I do remember liking their foundations and lipsticks.
Revlon is one of my favorite brands. Always will be. I still purchase them. Always will, as long as they're around. I didn't know BH Cosmetics was also announcing a bankruptcy. 😔
I think there are a lot of people out there who are still buying legacy brands, both department store and drugstore. I think sometimes those of us who are in tune with the “beauty community” forget there are plenty of people who don’t watch YT, TikTok etc, and aren’t aware of “buzz”. They just keep buying the makeup they have always bought. But I agree that Revlon isn’t keeping up even with other drugstore brands - L’Oreal age perfect, cover girl “clean” products, etc. It would help them a lot to have some viral products for sure.
If they duped other brands, people talk about them. Say it's unethical of unoriginal, but I think that's the easiest way to remain relevant. A diamond bomb dupe for instance. Or a charlotte tilbury wand dupe. Or hell, use the same packaging as those ud topper eyeshadows with a similar formula. There you go Revlon, I just saved your brand. 😆 🤣 😂 😹
Revlon has good staples, like the foundations, highlighters and the lipsticks. They could make a comeback, if they figure out how to market their things. I only have a lipstick from them, but it's really good. I hope they manage
Hi Kelly, well done for researching and interpreting the information in an understandable way. I have never really been a fan of Revlon, but i do hope other people's favorites are saved. It is unfortunately a sign of the times.
Really great job on this video - very interesting and so much I didn’t know! I would like to see them do a refresh. They should consult with you. 😀 I love their creme eyeshadows, blushes, and concealer.
Revlon keeps discontinuing steller products! The Skin Lights liquid highlighter was so innovative! And before the mass hysteria of highlighter! Their lip butter formula with the cute quilted lipstick case was not only a stellar formula that was universally loved, the packaging was too! Rare for drugstore, for sure! Their Color Stay foundation in the jar that had a pudding like texture was AMAZING.....and like SO many excellent Revlon products, it was inexplicably discontinued! Lately, I've seen a ton of buzz over Revlon Blushes in the new square pan. These are said to be some of THE BEST out there! Also, their bronzers and skin light highlighter have been hailed as being EXCELLENT and a MUST TRY. And try I will! I am a die hard fan of Revlon's beautiful and timeless lipstick in Cherries In The Snow. This one lipstick has been loved since I first tried it back in the late 80s when I first applied makeup. This red is a MUST for anyone who has fair, cool undertones. It flatters my fair skin and is one of the ONLY reds I can confidently wear. For those who don't feel CITS is flattering, I suggest you try Fire And Ice. This is another iconic shade in their lipstick line and it's absolutely amazing on anyone with more golden undertones. My sister who has yellow and olive undertones rocks this shade and it's just breathtaking on her! Revlon lipstick shade range has classic shades that are still relevant and well loved- even more than 50 years later! That is a true testament to the brand! May Revlon live forever! I will continue to support the brand for as long as I can purchase it!
I love their chip resistant nail polish formula. I don't buy anything else from them, but that nail polish was the first time I could wear nail polish without it chipping the first day. But they have not updated in any way - they have not gone cruelty free, they have not released any exciting new products, and they haven't really updated their packaging or advertising. They need to do better if they want to survive.
Celebrity collabs are not worth it because those celebrities, though they may have a big name, lack the personal touch microinfluencers have. This is why it’s often more smart to collab with smaller influencers rather than with big celebs.
Revlon hasn’t drawn me into ANY of their products in quite some time! Knowing that they are not cruelty free in this day and age makes me even more disinterested in looking to buy their products! L’Oréal really needs to get onto the cruelty free bandwagon. There is just no excuse anymore (imho) for brands to be testing on animals!!! This is why I love your channel so much! You have educated me about cruelty free makeup brands and I’m all about it!!!
Someone may have already left this comment, but the movie Quiz Show is amazing. All about the scandals in game shows. It's great. Another excellent deep dive, Kelly!
The analyst at Citigroup who entered the wrong cost center for the Revlon bill now seeing he may have contributed to the bankruptcy of an almost 100-year old company: 👁👄👁
If Revlon brought back the retro marketing and the 1940s-50s glam I think they could turn it around. I think one of the problems they have is too many products and formulas.
It's interesting we talk about companies having too many product launches and here Revlon is with more of a classic line and look and they are "dated" and out of touch. One thing is I believe Revlon is more popular with older clients. That isn't necessarily a good thing as older people are less inclined to spend as much on make up. Good vlog. Hope your move goes well.
I do agree that Revlon hasn't been trendy for a while but that doesn't mean there isn't a stable base of repeat customers. Like I think about brands such as Estee Lauder, MAC or Clinique. All older brands that do not have hyped products yet they stay in business and seem to do well. I think it's important to acknowledge that what seems to do well online may not always be an accurate reflection of the population at large.
Absolutely Revlon could and should make a comeback. I don't think I've ever seen an influencer support, try, or even comment on Revlon. There pri cepoint certainly isn't higher than some of the other products that are promoted ad nauseum. If we all bought 5 dollars of their products and influencers talked about them, this would be a non-starter conversation.
Thank you for doing Revlon on your “Rise and Fall” series. To be honest Revlon was never one of those brands for me. I think I owned 2 things I owned from them in the 20 years I have been into makeup. It was a Color Stay liquid lipstick that I still have that I should really toss but I love it so much I can’t do it. I also just bought their Skin Lights highlighter. Anyway they just don’t have interesting products. Their lip products look nice but there are so many other nice lip products I like from brands that I love. I don’t see a comeback but who knows. I mean they have been in business almost 100 years so I don’t see them going away quietly in the night.
Thank you for researching Revlon and sharing the 411 on their background with us. I only own 1 Revlon product--a bullet lipstick. I agree with you, it's going to be challenging for them to make a comeback. If they took the step to go cruelty free, it could cast a net of new customers. The next step would be social media. Does Revlon even send out PR to influencers?
Early on in RUclips, Revlon definitely had some buzz. Their Colorstay line had the stand-out foundation from the drugstore and they had some of the better lip products as well (Colorstay or otherwise; the classic Revlon lipstick is still a classic, after all). People still reference the Lip Butter craze to this day. Unfortunately, where other brands have stepped up their quality, my perception has been that Revlon's has remained static and what new products I've heard of have been perceived as either repackages of old products (like those aforementioned Lip Butters) under a new name or imitations of a product from a competitor that, frankly, are late to the game. Maybelline's Matte Ink Crayons might not be the first product like that, but they came out earlier on and by now a lot of companies have a similar product, but Revlon only recently came out with their version. One RUclipsr I follow has mentioned really liking one of their more recent lip glosses in the past year or two, but most of the time they seem stuck with mentions that run as follows: 'It's fine, but I'd go with this product from this other brand that is the same thing.'
I hope they can revive - 42 year old makeup fanatic here and they have some phenomenal products. Their Lustrous Matte lipsticks are incredible, the skinlights highlighters are awesome and their matte blush formulation is excellent. Did I mention their lip liners? They don't budge. Totally agree with a vintage vibe approach - this may help them stand out in a saturated drug store scene.
Revlon has such a nostalgic value for me. My mom used to work at the Revlon counter and she did for almost 10 years. The samples and big display palettes she got were my first introduction to makeup back in 2001, she always wore the most beatiful makeup looks and she encouraged me to experiment. It's really sad to see that Revlon is unable to keep up with current makeup trends and to adapt to our new makeup purchasing habits.
That’s neat you got to play wish her samples ✨ My mom worked in an Aveda factory and got to take home a lot of samples, I have fond memories of that Aveda smell
I stopped buying Revlon when they stopped being CF- I used their foundation and matte lipsticks and was so in love with their nail polish. It was the brand my mom always got back in the 90’s.
I have been using Revlon since I was 14 and I am 49. They have some great stuff.They have some icon lipstick but they have a new line as well of incredible lipstick. Their skin lights bronzer, the colourstay foundation, their so fierce and the new eyes open wide mascaras, concealers. I hope Revlon will make a comeback. I don't think the downfall is for their prices, loreal has the same prices if not more expensive. I think they should change their marketing and go cruelty free.
An interesting component of bankruptcy is that company doesn’t have to declare it itself. Its creditors can force Revlon into it if their bills aren’t getting paid. Obviously that’s not a good sign but it doesn’t necessarily mean revenues are as low as you’d think.
I have bought so many Revlon products these last few years. Their lip crayons and base products are beautiful, but I had no idea they had so much debt. I think if they had gone cruelty-free they’d have attracted a different demo of customers to keep the brand competitive but that wouldn’t have helped with supply chain. And inflation is definitely making things worse now.
I keep coming back to this video to see your makeup- it is stunning! I think this is my favourite ever of your makeup. What is the blush? Such a beautiful colour story on you.
I love their products, great quality and really reasonable price! They have my fav moisturising lipsticks despite how many high-end lipsticks I have! Their colour-stay foundation, mascaras and highlighters are my stables too.
Thanks Kelly Can you make other older brands in this series like Max Factor, which no one hears about these days although I think they also have a fascinating history and Rimmil please love this series so much good work
Revlon had one good product lip butters which they got rid of they also still test on animals so I have no interest to buy anything from them in many years now
There are a few of their products I've recently tried from Revlon that have become favourites: Their soft matte lipsticks are really nice (just wish they had more colours), stick blush so easy to use, and their skin brightening primer is a holy grail for me.
The last Revlon product I purchased was the light pink primer Taylor Wynn use to rave about. It was really nice, I panned it & they discontinued it, so... I do have a beautiful lipstick I recently realized is a perfect cream highlight, & the packaging on it is beautiful. Quilted matte black
All they need to do is bring back the lip butters and make every shade available in every country. It drove me nuts that certain shades weren't available in the UK.
I love the brand history and your perspective. I put my makeup on while watching your videos and I have TONS and TOnS of products in front of me or in the closet and none from Revlon. I loved the glimpse of your new place yesterday. It looks beautiful! 🪅🪅🪅❤️❤️❤️✨✨✨
I think they could definitely make a comeback. It's an outdated brand for sure but it still has mane recognition especially with people who are likely older than the current viewing audience. But I think they need to diversify their ad dollars and do sponsorship content on RUclips or IG or the great TikTok and get their name out to the younger masses.
I worked on the Revlon counter in department stores here in Australia until 2019, they closed them not long after but my customer base were mainly older women, because they also sold in pharmacy’s (drug stores) anyone else who wanted to buy it would just buy it there where it was generally cheaper. Always thought it was strange for us to have a counter and try and be luxury but the pharmacy in the same shopping centre always had it 50% off! Both stores would have the same range too
I think if they maybe made a few tweaks they could have a major comeback. Becoming cruelty free opens up a while new market, maybe repackaging but that's not too important bc it's not like crazy outdated, and collaborated with beauty influencers instead of celebrities. Also, even though I don't really like the tactic, but doing limited edition products just for trends.
Revlon has many options. Max Factor, another US brand, is no longer sold here but seems to be doing well in other countries. They could do something like that. They could sell assets (previously acquired companies), they could niche down to to a couple of products. Inventory costs money - the trend towards less inventory has been in place for some time but in the last decade has become aggressive. This is a balance sheet / projections issue that some companies handle better than others. They could also be bought out. Likely a buyer would do the niche down, cutting out the products that don't move - adjust their distribution - even moving into exclusive online and out of retailers is a possibility. We'll see. However, once a company files for chapter 11 - the works really begins. They can turn it around by making tough choices that re-imagine the company. If they keep their feet in the past, though, it outlook is poor.
Elizabeth Arden was one of the major make up/skin care brands of your mother and/or grandmother. Think Red Door Salons and Visible Difference moisture lotion. They were very hot in their day.
I was Not Like Other Girls in Jr high, so I'm 24 and still don't know how to do my makeup. I stumbled across your channel via this series, I really like the business analysis from a consumer's perspective, and dare I say I'm inspired to try tackling makeup. Tl:dr I'm really enjoying your channel so far!
The story of this brand is so interesting. I first learned about it in Lisa Eldridge’s book on the history of makeup. The rivalries between entrepreneurs, the beauty of the cosmetics… there’s a movie there for sure.
Since going cruelty-free, the only thing I really miss from Revlon is the Colorstay eyeliners. I loved the foundation during the days I had pizza-face acne, which was YEARS ago . These days I only get an occasional zit and prefer light coverage.
Can someone please tell me how Almay is still around and how it still gets shelf space? I haven't bought a product from them maybe EVER. It's surprising they are still around
I’ve used revlon since the late 80s. I used to love Revlon. The problem with Revlon now is the formulation has not kept up with the current trend /technology. My last purchase was their matte lipstick which is not matte at al! What a disappointment. Their mascara formulation didn’t change since the 90s. L’oreal has lash paradise which I think is amazing product in my opinion . Maybelline has Falsie, which I love as well. I do not trust their formulation to be with the current trend/tech and won’t even bother to browse them on the isle.
I used to use revlon a lot because it was one of the few high quality cruelty free brands at the drugstore. But then they started selling in China and all bets were off.
My Mom wore no makeup but for lipstick. When I was clearing out her place after she passed, I found at least 5 tubes of "Cherries in the Snow" lipstick. I had to buy a tube for myself -- a horrible color for me, albeit a classic -- it'll stay in my stash, reminding me of her.
That’s so sweet!
aww may your mom rest in peace. that’s so sweet tho!!
i think revlon absolutely COULD make a comeback, if it was done the right way. is it old school makeup? yes but embrace that and enhance it. pick up on the nostalgia of early youtube, or even those who like the 40s/pinup style. they need to completely revamp their marketing and creative teams before they would even think about it though. call on other brands who are successful and note what works for them
YES! I've been saying they should take a page from Besame and really own that vintage vibe.
Exactly!! Hopefully they can get a new Board of Directors with an excellent Marketing team. Great job on this Kelly!
Yesss. If they went for a vintage/pinup style they would be very popular again. A lot of people would be into that
That would be incredibly exciting to see at the drugstore! Why is it so hard for these iconic brands to grasp?
I have a newer lip product from them that’s like a glossy lip stain mixed with the staying power of the Maybelline liquid lipstick. Or maybe it’s like that Nyx one? But it’s amazing! It’s the Colorstay Satin Ink.
I worked for Revlon as a make up artist around 1989-1990. It was in the Bloomingdale’s in NYC and one of the busiest counters there! The line we worked with was different than what was in the drugstore it was called “Color Studio”. This was in the height of Revlon doing promotions and having celebrity spokespersons. I got to meet Cindy Crawford, Liza Minelli and even had a make up lesson with Kevon Aucoin! I got to do special events all over the city. Even though it was an amazing time, they were losing footing in the industry and once MAC came on the scene, it was all over.
I think one of the problems with Revlon is that for many people (at least that I know IRL), they are a "staple" brand for specific products, usually the lipsticks. A lipstick can last YEARS if you don't use it daily, so even those who swear by their products probably won't buy them often. Similar to Becca with the highlighters. Obviously they have had issues for a long time, but I think this is at least a factor.
My issue with Revlon has to do with their whipped foundation. I fell in love with their whipped foundation and then they discontinued it. I would still be buying it of they still made it. Now I wear No. 7, Loreal, or Missha. I miss that Revlon foundation. It was a great color match. Too many foundations nowadays are yellow.
my mum absolutely loves revlon lipsticks omg and she wears them every day but doesn't reapply so yes it sometimes takes her years to go through the 3 tubes she rotates. i constantly have to buy her new ones because i can't have her using ancient lipsticks
I am in my 40's and still buy Revlon. I think they should try to market to an older demographic with an emphasis on pro-age products like L'oreal's Age Perfect line. I also agree with the comment that they should play up their status as a legacy brand and bring in a vintage vibe. I would totally go for that!
I agree, I'm in my 40s too and I still use their eyeliner and their creme compact foundation and have done for many years. I do feel like their small eyeshadow palettes are completely overpriced!
I agree wirh you, especially since I’m a girl in my mid-20s and loving on vintage vibes.
I would say that, while you bring up some valid points here, I think it might be inaccurate that Revlon doesn't keep up with makeup trends and aren't really desirable products currently. I think that may be the case for the RUclips beauty community but I don't think it is accurate to the general makeup consuming population. I think it is easy to forget that in reality the beauty RUclips space represents a very small population of makeup consumers. I would argue that most makeup consumers are not beauty RUclips watchers and pretty much purchase the same things all the time, typically from the drug store. In the few comments I've read on this video I see people loving Revlon products. My mom and many people in my life buy Revlon and other drug store products. My sister hates Sephora and Ulta as she says she has no idea what to buy, she has her holy grail products from Target and Walmart and repurchases the same things, in the same exact colors all the time. I imagine many things led to this bankruptcy, including a higher price tag for the drug store and lack of shade range available in store, but I often feel like the RUclips beauty space loses touch with the general makeup consumer's buying habits. I think this is evidenced by the things going viral on TikTok, items beauty RUclipsrs either haven't talked about in years or generally ignored entirely. As always, I enjoyed this video and have to say this bolder halo eye is stunning on you. A tutorial on the look would be great!
I do agree with this. I also think it’s a breath of fresh air to have brands like Revlon and Mac (not talking about their cruelty free status) to have classic packing…nothing too flashy and just having makeup. Without pushing makeup releases constantly. I love revlons packaging and how it’s super classic and “plain colors”
I hope revlon comes back with their more retro advertising and packaging! That’s super classic too. And That would be super cool.
This is true, we often have a different perspective here. I'm a nurse in a nursing home, and my ladies always have Revlon in their bags, as do their daughters. (Questionable sometimes if it was purchased in this decade or not though 🤣)
True a ton of my friends that are not into makeup like I am are still Revlon, Maybelline and Covergirl fans, all the 3 big names in the drug store from 30 yrs ago when I was in school and they repurchase the same items over and over, I have some staples that I repurchase myself L'oreal, Max Factor and Remmel was a bit out of my price range in middle-high school
I agree with the makeup community. I stopped buying any of their products years ago. Polish didn't last, lipstick was not opaque enough, cream eyeshadow dried up after 2 months, and caused an eye irritation. They lost my vote. They need to reinvent and improve their products.
Well said!!👏
My gripe with them was them discontinuing their amazing products ie, their mascaras- mainly their Lash Potion mascara and their balm lip stain.
Their mascara used to be sooo much better and unique but they revamped their whole mascara line and made the new ones very generic, in my opinion. 🤷♀️
This halo eye looks beautiful! Love how it matches the earrings too
Thank you!
I was thinking the same!
I LOVED their lip butters! Why did they ever discontinue them?! They could've used them to launch into a more youthful audience which could have kept their brand open!!
It was the only good product they had and they got rid of them lol they test on animals so I feel they can go away they won’t be missed
Or those jumbo glossy lip crayon things. I forget what they were called. Those were great.
Lip butters were the best!
Exactly! I am still upset about that discontinuation
I love their classic Super Lustrous lipsticks. Smooth, creamy and beautifully pigmented. I’m not a fan of matte or liquid lipsticks.
I was in high school and college in the '90s, and the Revlon-supermodel connection was HUGE. Cindy Crawford is still a style icon for me! I loved the original Colorstay lipsticks, but I was really into their shampoos - Flex was an absolute classic, and Outrageous was like hair perfume. (I think you can still get them in Mexico, and a few other places, but not for decades in the US.) They have certainly dropped off the radar for a lot of people (though there will always be die-hards), but like I said in another comment: they should take a page from Besame and really own that vintage vibe. Maybe they could have collections for different decades, with updated looks...
I loved Revlon Flex shampoos and conditioners, they were the best around at the time - not just in their price range
@@adelestaszewski8978 Like compared to VO5?! LOL
@@gasparinha I actually preferred that to the Paul Mitchell that I regularly used in my Aunt's bathroom - at the time, Paul Mitchell was Britain's main boujie brand, hence not being able to afford it myself and "borrowing" from my (young and cool) Aunt. 😂
Hope you are loving your new apartment. Can you tell us just generally how you met your roommates sometime? Don't want to violate anyone's privacy.
I was hoping you would talk about Revlon and their bankruptcy even though they’re not cruelty free. I think their history especially with their lipsticks is incredibly interesting. Like their Fire and Ice Campaign and how many lipsticks they still have from the start of their brand. Plus I love the black and gold packaging. I love the history of red lipstick too! And they have so many shades of red. Plus the quality of lipsticks are amazing. I really hope they go cruelty free soon. Their brand is everything I like! Just simple non-flashy makeup. (I love love how makeup is so personalizable and how there are brands for every style wanted. And how people can express their self. Simple is just my style preferred on myself). And I love how Revlon fits my style
I’m not quite done with the video yet so you could touch on their stocks. How Reddit blew up the company and now their stocks are over $10 (last time I checked yesterday). I wonder what this would do for the company
I do like how Revlon doesn’t keep up on trends. To me, it’s a bit of fresh air compared to all the other brands. I think many brands are now just becoming the same thing and redundant. I like how Revlon is simple and appeals to the everyday consumer.
*this May be all over the place. I kept adding as I got further and further into the video haha. Love your videos as always, Kelly!
Love these videos!!! I'm from Argentina and Revlon was never a drugstore brand, always high end prices. I'd love to see a video about The Balm, which I think is losing popularity.
I wasn't even sure if the Balm was still around.
@@WendyandBradPitt it is! just hard to find in most places lol. they have such cute packaging, it used to catch my eye when i'd see them as a kid
I think if they were cruelty free and lowered their prices they would be selling so much more because they have a lot of nice products.
been waiting for another installment of your “the rise and fall of _______” series! thank you and hope you enjoy the rest of your day 🌸
I think Revlon could make a comeback if they went cruelty free and marketed their makeup strategically. They could play up their vintage vibe, embrace the 90s supermodel era and bring back their lip butters and use them to create a trendy line that would play well on TikTok! They need to embrace social media advertising strategies and they could hold casting contests for unknown models in all shapes, sizes and skin tones and age groups. Run the contest on RUclips and TikTok with followers voting on the photo shoots and selecting the winners in each category. The buzz from that would keep them relevant and talked about!
I no longer use them either since 2019 when I went cruelty free, with the help of your channel. But I can remember my grandma buying makeup from them when I was in dance for recitals. And in high school I recall using that concealer that looked like lipstick for acne. Lol
Kelly I’m literally OBSESSED with this series! As a finance gal, I love hearing about the operations of these companies. You really know your stuff and provide great explanations!
I’m an oldie so Revlon was my JAM in the 90s. I’m cruelty free so I haven’t bought them in ages but their Balm Stain (in Honey, the most perfect mauve your lips but better color) was the best lip product. One of the only non cf products I miss, besides L’Oréal voluminous waterproof mascara. Revlon Rum Raisin lipstick was my staple go to in the nineties. I think Revlon needs to go CF and lean into the nostalgia of their classic products!
I'm not surprised to hear about this. I stopped buying Revlon once they dropped being cruelty free, but like you, I never missed their products because there was just as much selection elsewhere once drugstore brands started to expand. And Revlon became one of those brands I hardly heard RUclipsrs talk about. I also remember several years ago, people were calling for a boycott against the brand because of the CEO's racist comments. Wasn't there a defamation lawsuit against them? I don't know if they still have the same CEO, but I wonder how much that affected things way before the pandemic.
I think if Revlon goes Cruelty Free and improves the powder formula (eyeshadow, bronzer, etc.) and keeps up with the trends they can turn the brand around. I haven’t used the brand since going CF but I do remember liking their foundations and lipsticks.
Revlon is one of my favorite brands. Always will be. I still purchase them. Always will, as long as they're around. I didn't know BH Cosmetics was also announcing a bankruptcy. 😔
I see Emily Noel talking about Revlon products a lot, MandyLea, Risa Does Makeup. I think it depends on what circle you’re in.
Since when has MandyLea talked about Revlon? I thought her channel was cruelty free.
@@MonicaMettert she loved the Revlon Candid concealer for a long time. I see her use non-cruelty free makeup often.
Please never stop with these brand story videos!!
I think there are a lot of people out there who are still buying legacy brands, both department store and drugstore. I think sometimes those of us who are in tune with the “beauty community” forget there are plenty of people who don’t watch YT, TikTok etc, and aren’t aware of “buzz”. They just keep buying the makeup they have always bought. But I agree that Revlon isn’t keeping up even with other drugstore brands - L’Oreal age perfect, cover girl “clean” products, etc. It would help them a lot to have some viral products for sure.
As a Gen Xer Revlon will always be Cindy Crawford and 90s brown lipsticks..
If they duped other brands, people talk about them. Say it's unethical of unoriginal, but I think that's the easiest way to remain relevant. A diamond bomb dupe for instance. Or a charlotte tilbury wand dupe. Or hell, use the same packaging as those ud topper eyeshadows with a similar formula. There you go Revlon, I just saved your brand. 😆 🤣 😂 😹
Revlon has good staples, like the foundations, highlighters and the lipsticks. They could make a comeback, if they figure out how to market their things. I only have a lipstick from them, but it's really good. I hope they manage
Cherries in the Snow lipstick and nail polish please don’t ever die off!!
Hi Kelly, well done for researching and interpreting the information in an understandable way. I have never really been a fan of Revlon, but i do hope other people's favorites are saved. It is unfortunately a sign of the times.
Really great job on this video - very interesting and so much I didn’t know! I would like to see them do a refresh. They should consult with you. 😀 I love their creme eyeshadows, blushes, and concealer.
Revlon colorstay used to be my favorite foundation. I used it in the 90's up until 2014. I just loved how it lasted all day and was affordable.
Revlon keeps discontinuing steller products! The Skin Lights liquid highlighter was so innovative! And before the mass hysteria of highlighter! Their lip butter formula with the cute quilted lipstick case was not only a stellar formula that was universally loved, the packaging was too! Rare for drugstore, for sure! Their Color Stay foundation in the jar that had a pudding like texture was AMAZING.....and like SO many excellent Revlon products, it was inexplicably discontinued!
Lately, I've seen a ton of buzz over Revlon Blushes in the new square pan. These are said to be some of THE BEST out there! Also, their bronzers and skin light highlighter have been hailed as being EXCELLENT and a MUST TRY. And try I will! I am a die hard fan of Revlon's beautiful and timeless lipstick in Cherries In The Snow. This one lipstick has been loved since I first tried it back in the late 80s when I first applied makeup. This red is a MUST for anyone who has fair, cool undertones. It flatters my fair skin and is one of the ONLY reds I can confidently wear. For those who don't feel CITS is flattering, I suggest you try Fire And Ice. This is another iconic shade in their lipstick line and it's absolutely amazing on anyone with more golden undertones. My sister who has yellow and olive undertones rocks this shade and it's just breathtaking on her! Revlon lipstick shade range has classic shades that are still relevant and well loved- even more than 50 years later! That is a true testament to the brand!
May Revlon live forever! I will continue to support the brand for as long as I can purchase it!
Hi Kelly what a great time to start my day I love your videos.I love brand history.
Thank you for watching!
I love their chip resistant nail polish formula. I don't buy anything else from them, but that nail polish was the first time I could wear nail polish without it chipping the first day. But they have not updated in any way - they have not gone cruelty free, they have not released any exciting new products, and they haven't really updated their packaging or advertising. They need to do better if they want to survive.
I forgot about that I used to as well
They need to go cruelty free with their comeback!
I love revlon. A lot of my favourite drugstore makeup is revlon. They also make really good hair appliances.
I remember their lip products were always reviewed by influencers at one time, but in recent years they've had no big launches.
Revlon has my absolute holy grail lip liner. I really do hope Revlon can make a comeback. It would be so sad they’d close down after 90 years…
Celebrity collabs are not worth it because those celebrities, though they may have a big name, lack the personal touch microinfluencers have. This is why it’s often more smart to collab with smaller influencers rather than with big celebs.
Revlon hasn’t drawn me into ANY of their products in quite some time! Knowing that they are not cruelty free in this day and age makes me even more disinterested in looking to buy their products! L’Oréal really needs to get onto the cruelty free bandwagon. There is just no excuse anymore (imho) for brands to be testing on animals!!! This is why I love your channel so much!
You have educated me about cruelty free makeup brands and I’m all about it!!!
This is my favorite series from you! I love hearing all the history of beauty brands.
Someone may have already left this comment, but the movie Quiz Show is amazing. All about the scandals in game shows. It's great. Another excellent deep dive, Kelly!
The analyst at Citigroup who entered the wrong cost center for the Revlon bill now seeing he may have contributed to the bankruptcy of an almost 100-year old company: 👁👄👁
Omg, I LOVED Revlon's matte balms!
If Revlon brought back the retro marketing and the 1940s-50s glam I think they could turn it around. I think one of the problems they have is too many products and formulas.
It's interesting we talk about companies having too many product launches and here Revlon is with more of a classic line and look and they are "dated" and out of touch. One thing is I believe Revlon is more popular with older clients. That isn't necessarily a good thing as older people are less inclined to spend as much on make up. Good vlog. Hope your move goes well.
I was in high school between 2000 and 2004, and Colorstay was the only foundation I wore, too.
I do agree that Revlon hasn't been trendy for a while but that doesn't mean there isn't a stable base of repeat customers. Like I think about brands such as Estee Lauder, MAC or Clinique. All older brands that do not have hyped products yet they stay in business and seem to do well. I think it's important to acknowledge that what seems to do well online may not always be an accurate reflection of the population at large.
Absolutely Revlon could and should make a comeback. I don't think I've ever seen an influencer support, try, or even comment on Revlon. There pri cepoint certainly isn't higher than some of the other products that are promoted ad nauseum. If we all bought 5 dollars of their products and influencers talked about them, this would be a non-starter conversation.
Thank you for doing Revlon on your “Rise and Fall” series. To be honest Revlon was never one of those brands for me. I think I owned 2 things I owned from them in the 20 years I have been into makeup. It was a Color Stay liquid lipstick that I still have that I should really toss but I love it so much I can’t do it. I also just bought their Skin Lights highlighter. Anyway they just don’t have interesting products. Their lip products look nice but there are so many other nice lip products I like from brands that I love. I don’t see a comeback but who knows. I mean they have been in business almost 100 years so I don’t see them going away quietly in the night.
I’m so sad, I love Revlon lipsticks!!😞 many of my holy grail shades and I love their formula
Thank you for researching Revlon and sharing the 411 on their background with us. I only own 1 Revlon product--a bullet lipstick. I agree with you, it's going to be challenging for them to make a comeback. If they took the step to go cruelty free, it could cast a net of new customers. The next step would be social media. Does Revlon even send out PR to influencers?
Early on in RUclips, Revlon definitely had some buzz. Their Colorstay line had the stand-out foundation from the drugstore and they had some of the better lip products as well (Colorstay or otherwise; the classic Revlon lipstick is still a classic, after all). People still reference the Lip Butter craze to this day. Unfortunately, where other brands have stepped up their quality, my perception has been that Revlon's has remained static and what new products I've heard of have been perceived as either repackages of old products (like those aforementioned Lip Butters) under a new name or imitations of a product from a competitor that, frankly, are late to the game. Maybelline's Matte Ink Crayons might not be the first product like that, but they came out earlier on and by now a lot of companies have a similar product, but Revlon only recently came out with their version. One RUclipsr I follow has mentioned really liking one of their more recent lip glosses in the past year or two, but most of the time they seem stuck with mentions that run as follows: 'It's fine, but I'd go with this product from this other brand that is the same thing.'
I hope they can revive - 42 year old makeup fanatic here and they have some phenomenal products. Their Lustrous Matte lipsticks are incredible, the skinlights highlighters are awesome and their matte blush formulation is excellent. Did I mention their lip liners? They don't budge. Totally agree with a vintage vibe approach - this may help them stand out in a saturated drug store scene.
Revlon has such a nostalgic value for me. My mom used to work at the Revlon counter and she did for almost 10 years. The samples and big display palettes she got were my first introduction to makeup back in 2001, she always wore the most beatiful makeup looks and she encouraged me to experiment. It's really sad to see that Revlon is unable to keep up with current makeup trends and to adapt to our new makeup purchasing habits.
That’s neat you got to play wish her samples ✨ My mom worked in an Aveda factory and got to take home a lot of samples, I have fond memories of that Aveda smell
@@wplants9793 That sounds so fun! Where I live, it's not possible to test products in store, so I'd love for samples to come back!
I stopped buying Revlon when they stopped being CF- I used their foundation and matte lipsticks and was so in love with their nail polish. It was the brand my mom always got back in the 90’s.
Good Morning Kelly! I enjoy these business videos. 😃
Thank you for watching!
Turn off phone and sleep? Orrrrr new Kelly video! 🎉
Revlon got out of bankruptcy. Thank god! I love this brand. ❤
These videos are so good! I love the history and business side. Former Chapter 11 attorney here and just wanted to say you presented so great
I have been using Revlon since I was 14 and I am 49. They have some great stuff.They have some icon lipstick but they have a new line as well of incredible lipstick. Their skin lights bronzer, the colourstay foundation, their so fierce and the new eyes open wide mascaras, concealers. I hope Revlon will make a comeback. I don't think the downfall is for their prices, loreal has the same prices if not more expensive. I think they should change their marketing and go cruelty free.
Haven't purchased anything from Revlon in the past 10 years except for the blow out brush which I absolutely love.
Omg, I hope they don't close, I do love their foundation, I've been using it for years!!
I remember their foundation was huge like 10 years ago, lip products are def classic
An interesting component of bankruptcy is that company doesn’t have to declare it itself. Its creditors can force Revlon into it if their bills aren’t getting paid. Obviously that’s not a good sign but it doesn’t necessarily mean revenues are as low as you’d think.
I have bought so many Revlon products these last few years. Their lip crayons and base products are beautiful, but I had no idea they had so much debt. I think if they had gone cruelty-free they’d have attracted a different demo of customers to keep the brand competitive but that wouldn’t have helped with supply chain. And inflation is definitely making things worse now.
I keep coming back to this video to see your makeup- it is stunning! I think this is my favourite ever of your makeup. What is the blush? Such a beautiful colour story on you.
I loved Revlon in high school and college. Their lipsticks are great but I stopped buying them when I started buying only cruelty free products.
I love their products, great quality and really reasonable price! They have my fav moisturising lipsticks despite how many high-end lipsticks I have! Their colour-stay foundation, mascaras and highlighters are my stables too.
Thanks Kelly
Can you make other older brands in this series like Max Factor, which no one hears about these days although I think they also have a fascinating history and Rimmil please
love this series so much good work
Revlon had one good product lip butters which they got rid of they also still test on animals so I have no interest to buy anything from them in many years now
I didn't understand the citigroup part. How are they connected to Revlon? They paid who? For what?
There are a few of their products I've recently tried from Revlon that have become favourites: Their soft matte lipsticks are really nice (just wish they had more colours), stick blush so easy to use, and their skin brightening primer is a holy grail for me.
The last Revlon product I purchased was the light pink primer Taylor Wynn use to rave about. It was really nice, I panned it & they discontinued it, so...
I do have a beautiful lipstick I recently realized is a perfect cream highlight, & the packaging on it is beautiful. Quilted matte black
All they need to do is bring back the lip butters and make every shade available in every country. It drove me nuts that certain shades weren't available in the UK.
I love the brand history and your perspective. I put my makeup on while watching your videos and I have TONS and TOnS of products in front of me or in the closet and none from Revlon. I loved the glimpse of your new place yesterday. It looks beautiful! 🪅🪅🪅❤️❤️❤️✨✨✨
I think they could definitely make a comeback. It's an outdated brand for sure but it still has mane recognition especially with people who are likely older than the current viewing audience. But I think they need to diversify their ad dollars and do sponsorship content on RUclips or IG or the great TikTok and get their name out to the younger masses.
I love these makeup company histories!!
I worked on the Revlon counter in department stores here in Australia until 2019, they closed them not long after but my customer base were mainly older women, because they also sold in pharmacy’s (drug stores) anyone else who wanted to buy it would just buy it there where it was generally cheaper. Always thought it was strange for us to have a counter and try and be luxury but the pharmacy in the same shopping centre always had it 50% off! Both stores would have the same range too
I think if they maybe made a few tweaks they could have a major comeback. Becoming cruelty free opens up a while new market, maybe repackaging but that's not too important bc it's not like crazy outdated, and collaborated with beauty influencers instead of celebrities. Also, even though I don't really like the tactic, but doing limited edition products just for trends.
Revlon has many options. Max Factor, another US brand, is no longer sold here but seems to be doing well in other countries. They could do something like that. They could sell assets (previously acquired companies), they could niche down to to a couple of products. Inventory costs money - the trend towards less inventory has been in place for some time but in the last decade has become aggressive. This is a balance sheet / projections issue that some companies handle better than others. They could also be bought out. Likely a buyer would do the niche down, cutting out the products that don't move - adjust their distribution - even moving into exclusive online and out of retailers is a possibility. We'll see. However, once a company files for chapter 11 - the works really begins. They can turn it around by making tough choices that re-imagine the company. If they keep their feet in the past, though, it outlook is poor.
LOVE this makeup on you! Stunning.
Thank you so much!!
Elizabeth Arden was one of the major make up/skin care brands of your mother and/or grandmother. Think Red Door Salons and Visible Difference moisture lotion. They were very hot in their day.
I was Not Like Other Girls in Jr high, so I'm 24 and still don't know how to do my makeup. I stumbled across your channel via this series, I really like the business analysis from a consumer's perspective, and dare I say I'm inspired to try tackling makeup.
Tl:dr I'm really enjoying your channel so far!
The story of this brand is so interesting. I first learned about it in Lisa Eldridge’s book on the history of makeup. The rivalries between entrepreneurs, the beauty of the cosmetics… there’s a movie there for sure.
Great job on this video Kelly! I can’t even remember the last time I bought a Revlon product
They should bring back the lip butters
I love these videos. You do an amazing job with the rise and fall of the companies. Great research. Please keep making these. They are my favorite!
My mom still only wears estee lauder anf revlon. I grew up with their nail polishes. They just didnt keep up with nyx and opi
I actually LOVE my revlon lip products and would be so bummed not to have them
I loved Colorstay foundation when matte foundation was popular. It was so long lasting and looked flawless!
I still love the colorstay foundation for oily skin! It is still one of the best foundations I've ever used
Since going cruelty-free, the only thing I really miss from Revlon is the Colorstay eyeliners. I loved the foundation during the days I had pizza-face acne, which was YEARS ago . These days I only get an occasional zit and prefer light coverage.
Love the eye look! Your eyes really pop.
Thank you!!
I have not bought Revlon recently. I just finished my Colorstay foundation but there are so many other products I want to try.
Can someone please tell me how Almay is still around and how it still gets shelf space? I haven't bought a product from them maybe EVER. It's surprising they are still around
I would love to see a deep dive into LVMH. Maybe you need a whole history series.
I’ve used revlon since the late 80s. I used to love Revlon. The problem with Revlon now is the formulation has not kept up with the current trend /technology. My last purchase was their matte lipstick which is not matte at al! What a disappointment. Their mascara formulation didn’t change since the 90s. L’oreal has lash paradise which I think is amazing product in my opinion . Maybelline has Falsie, which I love as well. I do not trust their formulation to be with the current trend/tech and won’t even bother to browse them on the isle.
I used to use revlon a lot because it was one of the few high quality cruelty free brands at the drugstore. But then they started selling in China and all bets were off.
Their 'Just Bitten Kissable Balm Stain' in the shade 'Honey' was my all-time favourite lip product. I was so disappointed when they discontinued it.