Colorstay Gel Envy Longwear Nail Enamel 450 High Roller

OverviewPosition the red pad near the base of your upper lashes, avoiding your actual eyelid Revlon Inc. operates as one of the world's leading cosmetics companies and markets its products in over 100 countries under such familiar brands as Revlon, ColorStay, Age Defying, Almay, and Skinlights. Revlon also sells skincare products (Ultima II, Vitamin C Absolutes, Eterna 27), fragrances (Charlie), and personal care products (High Dimension, Flex, Mitchum, Colorsilk). Ronald Perelman, who gained control of the company in a nasty hostile takeover in 1985, owns approximately 83 percent of Revlon. A Nail Polish Company Is Founded in 1932 - Revlon's first beauty item was nail enamel. Opaque and long-lasting, it was an improvement over the more transparent, dye-based products of other manufacturers. Revlon's nail polish owed its superiority to the use of pigments, which also allowed a wider color range than the light red, medium red, and dark red then available. Initially, the revolutionary "cream enamel" came from the tiny Elka company, in Newark, New Jersey, a polish supplier to beauty salons for whom Charles Revson began to work as a sales representative in 1931. Charles Revson and his older brother Joseph distributed Elka nail polish as Revson Brothers. Within a year, however, Charles Revson decided to open his own nail polish company, going into partnership with his brother and a nail polish supplier named Charles R. Lachman, who contributed the "l" to the Revson name. Revlon was formed on March 1, 1932. Revson had a keen fashion instinct, honed by his seven years of sales experience at the Pickwick Dress Company in New York. Coupling this with his experience at Elka, he noted that the permanent wave boom was making beauty salons more popular and that demand for manicures was rising in tandem. He, therefore, targeted beauty salons as a market niche--a fortunate choice whose importance would grow. By 1937, sales multiplied more than 40 times. In that year, Revson decided to enlarge his market by retailing his nail polish through department stores and selected drugstores. This gave him access to more affluent customers as well as those with a moderate amount of money to spend on beauty products. Formulating a maxim he followed for the rest of his life, Revlon steered clear of cut-rate stores, selling his product only at premium prices. Advertising helped Revson stick to this rule. Its use was a fateful step for the industry; never again would major cosmetics companies attempt to sell beauty items without it.