Determined to corner the long-lasting lipstick market, Revlon is launching Revlon ColorStay Ultimate Liquid Lipstick, which the company claims will last
a full twelve hours without retouching. Better yet, it doesn't require a topcoat.
Designed to give women 12 hours of "food-proof" color in only one application, ColorStay Ultimate Liquid Lipstick will hit drug and mass chain store shelves the first week in April. The lipstick uses a new, film-forming soluble technology, Revlon executives said, which combines a Revlon proprietary long-wear resin polymer with a base film, allowing color to move with the lips. Available in 20 colors and frosted shades, such as Brilliant Bordeaux and Stellar Sunrise, Ultimate Liquid Lipstick will retail for $10.99.
"Until now all the innovation in food-proof has had two steps and always required a top coat," said Annette Falso, Revlon's vice president of product development. "This is the only one-step product that has it all."
We like the fact that you don't have to apply a topcoat of sealer to make the lipstick stay on. We've always liked Revlon lipsticks. They have great colors at an affordable price. Jennifer Connelly will represent the new line in the ad campaign.
