Revlon, Inc. (NYSE: REV) today announced the launch of a new lineup for the second half of 2009, featuring first-to-market breakthrough technology product introductions of Revlon and Almay color cosmetics.

Commenting on today’s announcement, Revlon Executive Vice President and General Manager, U.S. Region Chris Elshaw said, “As part of our strategy of continuing to build our strong brands, we believe launching high-quality, consumer-preferred new products is a key driver of profitable brand growth. For the second half of 2009, we are introducing a number of technologically advanced and proprietary new products, together with new shades, that continue Revlon’s track record of setting and influencing trends.”

Second half 2009 Revlon color cosmetics introductions:

• Revlon ColorStay Ultimate Liquid Lipstick is a breakthrough product that is the first and only one-step lipcolor that has it all – exclusive ColorStay long-wear technology combined with an exclusive ultra conditioning complex to provide comfortable food-proof wear for up to 12 hours all in one step. The advertising campaign features Jennifer Connelly.
• Revlon DoubleTwist Mascara is a first-to-mass revolutionary 2-in-1 brush that has traditional bristles to thicken lashes and innovative combs to define, providing massive volume and remarkable definition with a rich color impact. The advertising campaign features Jessica Alba.
• Revlon ColorStay Mineral Mousse Makeup and Revlon ColorStay Mineral Finishing Powder are extensions to the Revlon ColorStay Mineral franchise, which was introduced in 2008. ColorStay Mineral Mousse Makeup is a first-to-market formula with ColorStay technology that offers the benefits of mineral makeup in a long-wearing mousse form with a luxurious matte finish. Mineral Finishing Powder features coordinated 3-shade marbleized pigments swirled together to provide a soft, all-over lift of color that diffuses flaws and minimizes shine.