1.

1 INTRODUCTION

Within a short span of the last five-six years, the use of cosmetics by Indian customers have
increased significantly with more and more women and men taking greater interest in personal
grooming, increasing disposable incomes ,changing life styles, influence of satellite television
and greater product choice and availability.
With the demand for cosmetics on the rise and the opening up of market of foreign companies,
many of the worlds popular cosmetic brands entered the Indian market in the early and midnineties and some more have set their sights on India.
The cosmetics and personal are industry has been growing at an average rate of 20 per cent for
the last few years. The growing Indian cosmetics market offers promising prospects for
international brands. The growth rate in the cosmetics market reflects an increased demand for
beauty care products in India. Perfumes and fragrances, skin care and hair care products are
some of the major segments with promising prospects for US companies.
Penetration of most cosmetic and toiletries is very low in India. Current consumption of many
products is well below that of many countries in Asia. The low market penetration of many
cosmetics and personal care products offers room for growth. The Indian toiletries market is well
developed and dominated by major multinational companies and a few large Indian players.
The urban population with increasing purchasing power is a major force driving demands for
cosmetics and toiletries. India is a very price sensitive market and mass market products
constitute the major part of the cosmetics and toiletries market. Indias import of cosmetics and
toiletries and intermediate raw materials is around US dollar 120 million, of which US has a
share of approximately 10%. The objective of the study report is to analyze the consumer
satisfaction level of different brands, particularly focused on Revlon products.

MARKET OVERVIEW
The current size of the Indian cosmetics market is approximately US dollar 600 million. Of this
the fastest growing segment is cosmetics, accounting for around US dollar 60 million of the
market. Industry sources estimate a rapid growth rate of 20% per annum across different
segments of the cosmetics industry reflecting an increasing demand for all kinds of beauty and
personal care products. Growth has come mainly from low and medium priced categories that
account for 90% of the cosmetics market in terms of volume. Even with a 20% average growth
rate, the per capita consumption of cosmetics is very low in India. Current per capita expenditure
on cosmetics is approximately US dollar 0.68 cents as compared to US dollar 36.65 in other
Asian countries. However, with changing lifestyles, higher disposable incomes, increasing
advertising, penetration of satellite television, awareness of the western world and growing
importance of beauty pageants, there have been significant changes and use of cosmetics is on
the rise.
Also, with the boom in the Indian fashion world and the growth in the television industry, there
have been a rise in demand for professional beauty care products. Cosmetic companies in India
are placing increasing emphasizes on market research and targeting new market segments such
as teenagers ,men and young women .Cosmetics constitute the high growth segments .

MARKET TRENDS
Cosmetic re not just for domain of women any longer and Indian men too are increasingly taking
to the use of more and more body sprays, perfumes and other cosmetics. With rising demand
from men, the Indian market is getting enlarged and many players are coming out with cosmetics
products especially skin care products for men.

IMPORT MARKET
Costs for importing products are much higher than producing it in the country. India allows entry
of imported cosmetics without any restrictions but the average import tariff on cosmetics
products is currently is very high at 39.2%.this makes imported products very expensive for most
consumers.
Most foreign cosmetic companies selling premium brands have had a difficult time developing
the low volume premium market in India. Many had to re-work price strategies towards the mass
segment. Price is not the only reason responsible for their problems. Poor assessment of the size
of the upper middle and higher income groups, and price sensitivity even within these groups,
had added to their problems.
COMPETITION
The Indian cosmetic market, which has been traditionally a stronghold of a few major Indian
players like lakmee has seen a lot of foreign entrants like Revlon to the market within the last
decade. India is a very price sensitive market and the cosmetics and personal care product
companies, especially the new entrance have had to work out new innovative strategies to suit
Indian preference and budgets to establish a hold on the market and establish a niche market for
themselves.
THE MARKET CONCEPT
The market concept was born out of the awareness that marketing starts with the determination
of consumers wants and needs with the satisfaction of those wants.
The concepts puts the consumer both at the beginning and the end of the business cycle.it
stipulates that any business should be organized around the marketing function, anticipating,
stimulating and meeting customers requirements. The customers, not the corporation has to the
center of the business universe.

1.2 STATMENT OF THE PROBLEM

For 50 years, Revlon has been at the top of the intensely competitive beauty market .But these
days, the cosmetics conglomerate is bleeding ink redder than its lipstick.
Over the past three years, their stock has taken a powder from a high of $56 a share to its current
price of around $5.Recent Revlon financial statements show hot sales have plunged from $2
billion to $1.5 billion.
As for profits -forget it. The company has lost more than $645 million over the past three years.
Making matters worse, Revlon slashed its advertising budget by a third, and changed its
marketing philosophy, parting ways with supermodel Cindy Crawford after 13 years in favor of
launching a new campaign with four unknowns.
"Revlon has said that the reason they have replaced Cindy is to try to develop a more userfriendly image, "says Wendy Nicholson, consumer products analyst at Saloman Smith Barney."
But most consumers, when they use Revlon products, I think would rather look like Cindy
Crawford than just the girl next door," she adds.

1.3 Objectives of the study:

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The objectives of the study are listed below:

1)To analyze and understand the leading brand Revlon.
2)To compare the growth of the company with respect to its competitors.
3)To know various product range in the market level for cosmetic products. (Nail enamels,
lotions, shampoo).

1.4 RESEARCH METHODOLOGY

Type of study:
The type of study is Descriptive Research also known as statistical research .This type of
Research Methodology describes data and characteristics about the population or phenomenon
being studied.

Type of data collection used:

1) SECONDARY DATA:
Secondary data were collected from magazines, newspapers and website and books from library.

1.5 LIMITATION OF THE STUDY

The study is based on the secondary data published in newspaper, books and journals of the
researchers .Sometimes data which is published by the researches cannot analyze fresh situation
which means old data and wrong data is collected by inherent error.

1.6 CHAPTER SCHEME

This project has been divided into four groups:
Chapter 1: provides an introduction to the study along with objectives, methodology and the
limitations.
Chapter 2: deals with overview.
Chapter 3: deals with analysis and interpretation.
Chapter 4: deals with findings, suggestions and conclusions.

ABOUT COSMETIC PRODUCTS

Cosmetics are made from things natural and chemical substances. Natural Cosmetic products
contains natural things like fruits, leaves, roots, and other parts of a plant have been either used
directly or as derivatives for Pampering and Beautifying Skin. Non-natural cosmetics are
combination of chemical materials. It is also used for pampering and beautifying skin.
Cosmetics have been the love for every person for more than 1000 years.
Now days, cosmetic products are considered as most important necessaries in human life. It is
the cosmetic product which makes the human being most energetic and healthy. It brings out the
best in them. People dont want to go out of their homes without using cosmetics. So, in order to
find out how many people use Revlon products, their preferences, satisfaction towards the
product, and to know how much the product is demanded in the market, I chose this topic.
K. SATHYA RAMKUMAR (1999) took up a study on The Report on Indian Cosmetic
Industry
And found among the MNC which entered Indian Cosmetic Industry, only Elkin, Avon, Revlon,
Amway occupy a small proportion of market share.
SENTHIL KUMAR T.S (2001) in his study Consumer Preference towards Revlon
Product
Has found that the majority of the respondents have come to know about the product trough
friends, relatives, and distribution using home care and personal care products. In this study, he
has brought out the problem faced by the customer and has given the suggestions to improve the
quality of the product and to increase the sales.
RICHARD. A. KAUSTIN in his study direct selling
Direct selling as a type of nonstore retailing continues to increase internationally. One nonstore
retailing method, multilevel marketing or network marketing, has recently incurred a degree of
consumer suspicion and negative perceptions after the study conducted in Coimbatore city.
Consumers were surveyed to determine their perception of direct selling and its relationship to
consumer purchasing decisions. Responses indicate consumers had a negative perception
towards network marketing, while holding a low positive view of direct selling. There appears
to be no influence of network marketing on consumer purchase decisions.
A study on Personal Selling by RAJESH RAMMURTHY.
The concept of direct selling is based upon person-to-person relationships. The seller goes to the
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consumer rather than the consumer to a shop. 200 household wives were served. It concluded
that, In today's fast changing society, where more people work and shopping patterns have
altered, this type of shopping not only provides consumers with accessibility to a wide range of
products but is also convenient.
GURU RAGAVENDRAN in his study Consumer Behavior towards Buying Shampoo
In the present work, a study was carried out to estimate the brand awareness and to suggest
methods for improving it. In this process, the socio economic stratum of women consumers was
identified using socioeconomic classification grid during personal interview at individual
households. The data was collected from the target audience of 18-35 years. This analysis was
used to know the quality problems of major attributes. Quality Function Deployment was
deployed to relate the consumer voice and technical descriptors for quality improvements in the
shampoo brand. The results revealed that, the major consumer expectations were quality, benefits
offered and packaging of shampoo product.
SHWETHA JAIN , in her study User Buying Behavior Towards Perfume
To find out the user buying behavior towards perfume. Exploratory Research design were used
with sample size of 200 working women and men and it found out that every person used
perfume at the age group of 25-40

.They perceived it on variables like price, fragrance,

advertisement, satisfaction , packaging, etc.

REVLON
Revlon is a world leader in cosmetics, skin care, fragrance, and personal care. It is a leading
mass cosmetic brand. The company sells a brand range of cosmetics and skin care products
designed to fulfill specific consumer needs, principally priced in the upper range of the self10

select distribution channel, including lip makeup, nail color, nail care products, skin care
products, eye and face makeup. The companys products are sold in more than 100 countries
across five continents. Since 1932 Revlon has developed a long lasting reputation as a trend
setter in the world of cosmetics.

HISTORY
Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his
brother Joseph, along with a chemist, Charles Lachman, who contributed the L in the
REVLON Name.
Starting with a single product a new type of nail enamel the three founders pooled their
resources and developed a unique manufacturing process. Using pigments instead of dyes,
Revlon developed a variety of new shades of opaque nail enamel. In 1937, Revlon started selling
polishes in department stores and drug stores. In six years, the company became a multimillion
dollar organization. By 1940, Revlon offered an entire manicure line, and added lipstick to the
collection. During World War II, Revlon created makeup and related products

for the U.S

Army, which was honored in 1944 with the Army-Navy E Award for Excellence.
1940s
By the end of the war, Revlon listed itself as one of Americas Top five cosmetic houses.
Expanding its capabilities, the company bought Graef & Schmidt, a cutlery manufacturer seized
by the government in 1943 because of German business ties. This acquisition made it possible
for Revlon to produce its own manicure and pedicure instruments, instead of buying them from
outside supply sources. Up until the 1940s Revlons magazine ads were drawn by hand and
mostly in black and white.
Beginning in 1945, Revlon began launching full-color photographic advertisements in major
magazines and stores across the country.
Revlon introduced matching nail polish and lipsticks with exotic and unique names. These ads
were taken by the top fashion photographers of the day including Richard Avedon, Cecil Beaton,
and John Rawlings. Some of these ads were for Paint the Town Pink and 1945s Fatal Apple
with Dorian Leigh. In 1947 Revlon introduced Bachelors Carnation and in 1948, Sweet
Talk.
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1950s
In 1950, Revlon introduced a red lipstick and nail enamel called Wheres the Fire? Revlon
used the word fire again later in their Fire and Ice ads. One of the worlds first supermodels,
Dorian Leigh, starred in some of Revlons most memorable advertisements of all time. In 1946,
Dorian was covered in purple flowers and wrapped in a pale purple sheet for Ultra Violet. In
1947, Dorian appeared in Fashion Plate. In 1953, at the age of 36, she appeared in Cherries in
the Snow. Later that year she appeared in the legendary Fire and Ice ad shot by Richard
Avedon. Originally, Dorian appeared in a tight, silver-beaded dress with an enormous red wrap.
Charles Revson rejected Avedons original ad as too sexual. They re-shot the ad, this time with
her open hand in front of one hip, the other in front of her cheek. The ad became Madison
Avenue Legend because of the full-page quiz next to the sensual ad. Almost 50 years later, in
November 2010, Revlon re-created 1953s Fire and Ice magazine ad, this time with actress
Jessica Biel. With this ad, Revlon announced they were issuing a limited edition of Fire and Ice
Lipstick and nail color calling this campaign, lips and tips.
Dorian Leighs 15-year-younter red-headed sister, Suzy Parker, also shot numerous Revlon
magazine ads in the 1950s. Charles Revson, who wanted to marry Dorian at some point, despised
Suzy, and vice-versa. At one point, he refused to hire her anymore because Suzy complained
about the peanut paycheck she received from Revlon. Richard Avedon, however, after
photographing other models for a particular Revlon ad, would call in Suzy last minute,
sometimes late at night, to do re-take with him. This happened with Stormy Pink, an ad Suzy
shot very late at night with a wild white horse in the ocean. Avedon would then told Revlon that
it was not Suzy in the ad, but a model named Bubbles or another made-up name.
The Company began to market its products overseas at the end of the 1950s. By 1962, when
Revlon debuted in Japan, there were subsidiaries in France, Italy, Argentina, Mexico and Asia.
Revlons entrance into the Japanese market was typical of its international sales strategy.
Instead of adapting its ads and using Japanese Models, Revlon chose to use its basic U.S
advertising and models. Japanese women loved the American look, and the sales for 1962 came
to almost $164 million.
In 1968, Revlon introduced Eerna27, the first cosmetic cream with an estrogen precursor called
Progenitin (pregenolone acetate), as well as introducing the worlds first American fashion
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designer fragrance, Norman Norell. Later, Revlon launched Braggi and Pub for men, and a line
of wig maintenance products called Wig Wonder.
1970s
In 1970, Revlon acquired the Mitchum line of deodorants.
In 1973, Revlon introduced Charlie. Geared to the under-30 market, Charlie model Shelley Hack
in Ralph Lauren Clothes, personified the independent woman of the 1970s. This was the first
perfume ad to feature a woman wearing pants. Charlie raised Revlons net sales figures to $506
million for 1973 and almost $606 million the following year. Shelley Hack appeared on Oprah in
2007 to talk about the power of these Charlie prints and commercial ads. Their follow-up
fragrance, Jontue, became the number two best seller.
In 1973, model Lauren Hutton signed an exclusive modeling contact, agreeing to pose for
Revlons Ultima line for $400,000 for two years. She was featured on the cover of Newsweek for
this ground-breaking cosmetics contract. Additionally, famed photographer Richard Avedon was
signed on as the exclusive photographer for the brand another cosmetics industry first.
In 1975, Charles Revson died. Michel Bergerac, who Revson had hired as President of the
company, continued to expand the company holdings. Revlon acquired Coburn Optical
Industries, an Oklahoma-based manufacturer of ophthalmic and optical processing equipment
and supplies. Barnes-Hind, the largest U.S marketer of hard contact lens solutions, was bought in
1976 and strengthened Revlons share of the eye-care market. Revlon purchased Armour
Pharmaceutical Company, a division of Armour and Company, from the Greyhound Corporation
in 1977. Other acquisitions include the Lewis-Howe Company, makers of Tums antacid in 1978.
These health-care operations helped sales figures to pass the $1 Billion mark in 1977, bringing
total sales to $1.7 billion in 1979.

1980s
By the mid-80s, Revlons healthcare companies were innovating and expanding. Reluctant to
initiate beauty-product development, Lauder was a privately held company whose marketing
strategy of high prices with accompanying gifts, were features in upscale department stores, not
13

drugstores where Revlon was found. In the mid-1980s, Revlon lost ground to Estee Lauder.
Estee Lauder spent millions of dollars on numerous magazine ad featuring Czech supermodel
Paulina Porizkova, shot by famed Chicago fashion photographer Victor Skrebneski. Revlons
share dropped from 20 percent to 10 percent of the department store cosmetics sales. Sales at the
drugstore also declined as Revlon lost shares to Noxells Cover Girlbrand. Revlon compensated
with more acquisitions; Max Factor, Ellen Betrix, Charles of the Ritz, Germaine Montei, Almay,
Fermodyl, Lancaster, Azizi, and Halston. The 1977 acquisition of Carlos Colomer, a Spanish
professional beauty supply distributor, brought Fermodyl and Roux and helped introduce Revlon
to the world of ethnic care: Crme of Nature, Realistic, Lovely Color and Milk and Honey. In
1983, the company attempted an unsuccessful hostile takeover of Gillette. In 1989, Revlon
became one of the first companies to replace animal tests with alternative safety testing methods.
On November 5, 1985, at a price of $58 per share, totaling $2.7 billion, Revlon was sold to
Pantry Pride (later renamed to Revlon Group Inc), a subsidiary of Ronlad Perelmans
MacAndrews & Forbes Holdings. The buyout engineered with the help of junk bond king
Michael P. Milken, saddled Revlon with a huge $2.9 billion debt load, which became an
albatross around the companys neck for years to come. Pantry Pride Inc. offered to buy any or
all of Revlons 38.2 million outstanding shares for $47.5 a share when its street price stood at
$45 a share. Initially rejected, he repeatedly raised his offer until it reached $53 a share while
fighting Revlons management every step of the way. Forstmann Little & Company swooped in
at $58 a share. Perelman paid $1.8 billion to Revlons shareholders, but also paid $900 million to
other costs associated with the purchase. Perelman had Revlon sell four divisions: two for $1
billion, the vision care division for $574 million, and the National Health Laboratories division
which became a publicly owned corporation in 1988. Additional makeup lines were purchased
for Revlon: Max Factor in 1987 and Betrix in 1989, later sold to Procter & Gamble in 1991. Also
in 1991, Revlon sold the Clean & Clear brand to Johnson & Johnson.
2000s
Despite the successful campaigns of the 1980s and 1990s featuring models, in particular Cindy
Crawford, Revlon decided to drop fashion models and focus on movie stars, among them Kate
Bosworth, Jaime King, Halle Berry, Susan Sarandon, Melanie Griffith, Julianne Moore, Eva
14

Mendes, Jessica Alba, Connelly Beau, Jessica Biel, Olivia Wilde, Emma Stone and Bond girls. In
2009, Australian supermodel Elle Macpherson became a new spokes-model for the company.
American actress Jessica Biel is the newest woman to model for the brand, first shown in
advertisements in January 2010. (Main article: List of Revlon spokes models) In 2008, celebrity
makeup artist Gucci Westman was hired as Revlon's Global Artistic Director, representing the
company at runway shows and brand events and designing collections.
In September 2010, Revlon, with global artistic director Gucci Westman and spokesmodel Halle
Berry hosted an event at Fashion's Night Out in New York City to raise funds for the Jenesse
Center, a Los Angeles organization for domestic violence victims. Revlon also hosted luncheons
and various other events to benefit the center and partnered with online retailer Drugstore.com to
donate portions of lipstick sales to the organization.
As of June 2007, Revlon has reported 27 consisted quarterly losses, with only minor relief
through selling off divisions and businesses. Today Revlon is but a fraction of the size it once
was, only housing the Revlon, almay, mitchum, and Jeanne Gatineau lines. It still owns ultima II,
which is no longer sold in North America, and is rumored to be next on the chopping block.

REVLON IN A NUTSHELL
Type

Public (NYSE: REV)

Founded

1932

Founders

Joseph & Charles Revson, Charles Lachman

15

Headquarters

New York City, New York, United States

Key People

Alan T. Ennis, President and CEO

Industry

Cosmetics, skincare, fragrance, personal care

Revenue

$1.4 Billion USD (12/31/2007)

Net Income

$16.1 Million USD (12/31/2007)

Employees

6800

Parent

MacAndrews & Forbes Holdings: 60% (74% of votes)

FMR Corp: 20%

Ownership

MacAndrews & Forbes Holdings: 60% (74% of votes)

FMR Corp: 20%

Corporate governance
Current members of the board of directors of Revlon are: Alan Bernikow, Paul Bohan, Meyer
Feldberg, Debra Lee, David Lee, David Kennedy, Ronald Perelman, Linda Robinson, Barry
Schwartz, Kathi Seifert, Ken Wolf, Richard Santagati and Ann Jordan.

DIFFERENT MAKEUP TYPES USED

LIPSTICK

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Lipstick is a cosmetic product containing pigments, oils, waxes, and emollients that apply color,
texture, and protection to the lips. Many colors and types of lipstick exist. As with most other
types of makeup, lipstick is typically, but not exclusively, worn by women. The use of lipstick
dates back to ancient times.
Women in the ancient Indus Valley Civilization applied red tinted lipstick to their lips for face
decoration. Ancient Egyptians extracted red dye from fucus-algin, 0.01% iodine, and some
bromine mannite, but this dye resulted in serious illness. Lipsticks with shimmering effects were
initially made using a pearlescent substance found in fish scales.
During the Islamic Golden Age the notable Andalusian cosmetologist Abu al-Qasim al-Zahrawi
(Abulcasis) invented solid lipsticks, which were perfumed sticks rolled and pressed in special
molds, and he described them in his Al-Tasrif. In Medieval Europe, lipstick was banned by the
church and was thought to be used as an incarnation of Satan, cosmetics being reservedfor
prostitutes. Lip colouring started to gain some popularity in 16th century England. During the
time of Queen Elizabeth I bright red lips and a stark white face became fashionable. At that time,
lipstick was made from a blend of beeswax and red stains from plants. Only upper class women
and male actors wore makeup. In 1770 a British law was proposed to the Parliament that a
marriage should be annulled if the woman wore cosmetics before her wedding day.
Throughout most of the 19th century the obvious use of cosmetics was not considered acceptable
in Britain for respectable women, and it was associated with marginalized groups such as actors
and prostitutes. It was considered brazen and uncouth to wear makeup. In the 1850s, reports were
17

being published warning women of the dangers of using lead and vermillion in cosmetics applied
to the face. By the end of the 19th century, Guerlain, a French cosmetic company, began to
manufacture lipstick. The first commercial lipstick had been invented in 1884, by perfumers in
Paris, France. It was covered in silk paper and made from deertallow, castor oil, and beeswax.
Before then, lipstick had been created at home. [9] Complete acceptance of the undisguised use of
cosmetics in England appears to have arrived for the fashionable Londoner at least by 1921.
Lipstick contains wax, oils, antioxidants and emollients. Wax provides the structure to the solid
lipstick. Lipsticks may be made from several waxes such as beeswax, ozokerite and candelilla
wax. The high melting Carnauba wax is a key ingredient in terms of strengthening the lipstick.
Various oils and fats are also used in lipsticks, such as olive oil, mineral oil, cocoa butter, lanolin,
and petrolatum. More than 50% of lipsticks made in the United States contain pig fat or castor
oil, which gives them a shiny appearance.
Lipsticks get their colors from a variety of pigments and lake dyes including, but not limited to
bromo acid, D&C Red No. 21, Calcium Lake such as D&C Red 7 and D&C Red 34, and D&C
Orange No. 17. Pink lipsticks are made by mixing colorless titanium dioxide and red shades.
There are organic and inorganic pigments.
Matte lipsticks contain more filling agents like silica but do not have many emollients. Creme
lipsticks contain more waxes than oils. Sheer and long lasting lipstick contain a lot of oil, while
long lasting lipsticks also contain silicone oil, which seals the colors to the wearer's lips. Glossy
lipstick contain more oil to give a shiny finish to the lips. Shimmery lipstick may contain mica,
silica, and synthetic pearl particles to give them a glittery or shimmering shine.Lipstick is made
from grinding and heating ingredients. Then heated waxes are added to the mix for texture. Oils
and lanolin are added for specific formula requirements. Afterwards, the hot liquid is poured onto
a metal mold. The mixture is chilled and kept cool so that the lipsticks harden. Once they have
hardened, they are heated in flame for half a second to create a shiny finish and to remove
imperfections.
LIPGLOSS
Lip gloss is a product used primarily to give lips a glossy luster, and sometimes to add a subtle
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color. It is distributed as a liquid or a soft solid (not to be confused with lip balm, which
generally has medicinal or soothing purposes). The product is available in ranges of opacity from
translucent to solid, and can have various frosted, glittered, glossy, and metallic finishes.

.
Lip gloss was invented by Max Factor in 1930. He wanted to create a lip product that would
make lips shiny and glossy for films. Factor created makeup for the movie industry. He
developed makeup specifically for actresses starring in black and white films. Women were
inspired by movie actresses and they also wanted makeup. The first commercially available lip
gloss was Max Factor's X-Rated, launched in 1932. The original formula was sold up until 2003,
when Procter and Gamble retired the product.
Lip gloss is usually used as a cosmetic, however some offer moisturizing benefits or protection
from the elements and other natural causes. Lip gloss containing sunscreen was first advertised
by actress Lillian Gish
In 1973, Bonne Bell introduced the first flavored lip gloss, Lip Smackers. Lip Smackers were,
and still are, popular among young teenagers. Initially Lip Smackers came in two sizes: small
and big. The small ones could be kept in the pocket and the big ones had a rope to hang around
the neck. It was advertised that before a date, a teen girl should choose an appropriate flavor
because that would be her date's first taste when his lips kissed hers.
Natural makeup companies have made progress in creating lip gloss with mainly natural
ingredients except for preservatives.

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Like lipstick, lip gloss comes in a variety of forms and may be applied in different ways. It can
be contained in a small cylindrical bottle and applied with a rounded or sloped applicator wand
(known as a doe foot applicator) or with a built in lip brush. Or it can come in a small, soft,
squeezable plastic tube designed to be passed over the lips or applied with a fingertip or lip
brush. Solid or semisolid glosses come in boxes and tubes and sometimes blur the distinction
between lip gloss and lip balm.
New types of "plumping" lip gloss contain ingredients that make the lips appear softer and
plumper. These are a cheap, easy, and usually harmless alternatives to collagen, Restylane,
Juvederm, and/or fat injections. They are not as effective, however, and the effects are temporary
and short-lasting.
Lip gloss is often used when a person wants to have some color on their lips, but does not want
an intense, solid lip color effect (i.e., a more "made-up" look), as lipstick would create. Lip gloss
is also often used as an introduction to makeup. It is often used by preteen and young teenage
girls who want to wear some makeup, but are too young to wear more intense and different
lipstick colors.

FOUNDATION

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Foundation is a skin colored cosmetic applied to the face to create an even, uniform color to the
complexion, to cover flaws and, sometimes, to change the natural skin tone. Foundation applied
to the body is generally referred to as "body painting." It is also rising in popularity with males.
The use of cosmetics to enhance complexion has been known since antiquity. Face painting is
mentioned in the Old Testament. Ancient Egyptians used foundation. In 200 B.C., ancient Greek
women applied white lead powder and chalk to lighten their skin. It was considered fashionable
for Greek women to have a pale complexion. Roman women also favored a pale complexion.
Wealthy Romans favored white lead paste, which could lead to disfigurements and death. Men
also wore makeup to lighten their skin tone. They used white lead powder, chalk, and creams to
lighten their skin tone. The cream was made from animal fat, starch, and tin oxide. The fat was
rendered from animal carcasses and heated to remove the color. Tin oxide was made out of
heating tin metal in open air. The animal fat provided a smooth texture, while the tin oxide
provided color to the cream.
Throughout the middle Ages in Europe, it was considered fashionable for women to have pale
skin, due to the association of tanned skin with outdoors work, and therefore the association of
pale skin with affluence. In the 6th century, women would often bleed themselves to achieve a
pale complexion. During the Italian Renaissance, many women applied watersoluble lead paint
to their faces.
Throughout the 17th century and the Elizabethan era, women wore ceruse, a lethal mixture of
vinegar and white lead. They also applied egg whites to their faces to create a shiny
21

complexion.Many men and women died from wearing lead-based make-up.

In the 18th century, Louis XV made it fashionable for men to wear lead-based makeup.
Theatrical actors wore heavy white base.
In the late 18th and early 19th centuries, Victorian women wore little or no makeup. Queen
Victoria abhorred make-up and deemed that it was only appropriate for prostitutes and loose
women to wear it. It was only acceptable for actors or actresses to wear make-up. In the late 19th
century, women would apply a whitening mixture made out of zinc oxide, mercury, lead, nitrate
of silver, and acids. Some women stayed out of the sun, ate chalk, and drank iodine to achieve
whiteness.
In the Edwardian era, women wore base and did not bleach their skin as much as they did in
previous centuries.
Modern foundation can trace its roots to Carl Baudin of the Leipzeiger Stadt theatre in Germany.
He is the inventor of greasepaint. He wanted to conceal the joint between his wig and forehead,
so he developed a flesh-colored paste made of zinc, ochre and lard. This formulation was so
popular with other actors that Baudin began producing it commercially, and, as such, gave birth
to the first theatrical makeup.
This would be the standard for theatrical make-up until 1914, when makeup artist Max Factor
created Flexible Greasepaint that was more reflective under the lighting on movie sets. Although
make-up would evolve dramatically from Baudins invention, theatrical make-up is, to this day,
not too far removed from the original blend of fats and pigment.
The first commercially available foundation was Max Factors Pan-Cake. Originally developed
for use in film, actresses were so taken with the results that Max Factor was overwhelmed with
demand for the product for their personal use.

The breakthrough in his formula was the first foundation and powder in one; traditionally, an
actor was made up with an oil/emollient-based make-up, which was then set with powder to
22

reduce the reflection and ensure it would not fade or smudge. Pan-Cake used talcrather than
oil or waxas the base, and, applied directly to the skin with a wet sponge, it offered enough
coverage (it could be layered without caking on the skin) to eliminate the need for a foundation
underneath. This was considered significantly more lightweight and natural-looking on the skin
than the standard method, hence people's eagerness to wear the item in public. Although
foundation make-up was widely available and used within the film industry, the use of cosmetics
in general was still somewhat disreputable, and no one had tried to market foundation (although
lipstick, blush and nail polish were popular for daily use) as an everyday item. Factor had the
product patented in 1937, and, despite the economic turmoil of the era, Pan-Cake became one of
the most successful cosmetic launches of all time. By 1940, it was estimated that one in three
North American women owned and wore Pan-Cake. As of February 2009, Procter and Gamble,
the brands current owner, confirmed that the original formula Factor developed and used
himself is still sold today.
Color may be identified by a name, number, letter or any combination of the three. However,
unlike the Pantone or Munsell systems used in the art and fashion industries, commercial
cosmetic product names are not standardized. If a make-up artist requests a "Medium Beige"
foundation, the result can vary drastically from brand to brand, and sometimes, within one brand
across different formulas. Cosmetic companies can also edit and adjust their formulations and
shades at any time, so the Medium Beige foundation a consumer has been wearing for years can,
without warning, be made darker, lighter, and more or less yellow than it had been before.
Many companies classify their shades as Warm, Neutral, or Cool. Adding to the confusion is the
different color wheels used between the art and beauty industry. The traditional artist's palette
places the line dividing cool and warm across Primary Blue, whereas the cosmetic palette places
the line across Primary Red. Thus, on the artists color wheel, Yellow is always Cool, Red is
always Warm, and Blue can be Neutral (Primary), Warm (Violet), or Cool (Green). In contrast,
the cosmetic palette classifies Yellow as always Warm, Blue as always Cool, and Red as either
Neutral (Primary), Warm (Orange) or Cool (Blue-Red).
The cosmetic palette is never used outside of make-up, and is very common in the industry
though a handful of professional lines, such as William Tuttle, Ben Nye, Visiora, M.A.C. and
23

even Max Factor all use the conventional artist's palette. Thus, a Warm Beige foundation may
either have a yellow tint or a pink tint, depending on the palette the company's creative director
uses. Note that the artist's palette is designed to be used on canvas (which is white) compared to
the make-up palette which is used on flesh (an ivory to brown tone).Although most artists
differ over the significance of selecting an exact match to the wearer's skin tone, intentionally
using a mismatch can achieve a desired result. An excessively red complexion can be minimized
by using a clear (meaning neither yellow nor pink) beige toned foundation. A sallow or dull
complexion can be brightened with a rose to red to tint mature skin that has lost its color and
appears pale and dull can be brightened with a tint of clear pink; and olive or ashy skin can be
brightened with a shot of peach. A crucial point in selecting a foundation shade is to recognize
that the appearance of the shade in the container may not accurately gauge the color impact on
the skin a foundation that appears very yellow in the bottle may go on much less yellow, or
not appear yellow at all. Coverage refers to the opacity of the makeup, or how much it will
conceal on the skin.

Sheer is the most transparent and contains the least amount of pigment. It will not hide
discolorations on the skin but it can minimize the contrast between the discoloration and
the rest of the skin tone. Although pigment technology has evolved dramatically since
2004, the traditional protocol for sheer foundations called for pigment to comprise 8
13% of the finished formula.

Light can cover unevenness and slight blotchiness, but is not opaque enough to cover
freckles. It contains 1318% pigment.

Medium coverage can, when set with a tinted (instead of translucent) powder, cover
freckles, discolorations, blotchiness, and red marks left by pimples. It contains 1823%
pigment.

Full coverage is very opaque, and used to cover birthmarks, vitiligo, hyper pigmentation
and scars. It is sometimes referred to as corrective or camouflage make-up. In

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general it contains up to 35% pigment, though professional brands, designed for use on
stage, can contain up to 50% pigment. An example of a full coverage opaque makeup is.
The formula refers to the ingredients blended together, and how the makeup is
formulated.

Oil and emollient-based are the oldest type of make-up. An oil (usually mineral oil) or
emollient (such as petrolatum, beeswax, or lanolin) is used as the main ingredient, with
pigment added to it. The texture and application is extremely thick and dense, most
closely resembling modern lip balms or lipsticks. The extremely emollient nature stays
moist and will not cake, is moderately waterproof, and provides the most opaque
coverage; but it can smudge, fade, and change color (darkening or oxidizing) during
wear. Since the 1970s, synthetic wax has also been used, which is less greasy and more
reliable than other emollients. Used professionally, it is sometimes referred to as
Greasepaint. Examples: Pan-Stick (Max Factors follow-up to his Pan-Cake make-up),
Elizabeth Arden Sponge-On Cream, Mehron, Dermablend.

Oil-based shakers are different from traditional oil-and-emollient-based makeup in that

they were liquid foundations developed before emulsifiers and binding agent were
available, and thus separate in the bottle, like the alcohol-based formulas mentioned
below. Once shaken, this is akin to applying colored oil to the skin, with a smooth texture
than can provide medium coverage with a moist finish. Liquid foundation is applied
using a damp makeup sponge and is especially effective around the eye. [13] It was a
marked improvement in application, stability and finish over the tradition oil bases, but
improvements since then have rendered these nearly extinct. Examples: Alexandra de
Markoff Countess Isserlyn, Frances Denney Incandescent.

Alcohol based uses a blend of water and denatured alcohol as the base, with pigment
added to it. Developed by Erno Laszlo for problematic skin, it eliminated emollient and
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binding agent that could clog pores, and needs to be shaken before use. Alcohol-based
foundations have the most lightweight, nothing on my face feel, and nearly impossible
to clog pores, but provide only the sheerest coverage and can be tricky to apply and
blend. They work better with cotton balls or pads, instead of latex or sea sponges.
Examples: Erno Laszlo Normalizer Shake-It, Clinique Pore Minimizer.

Powder-based began with Max Factors Pan Cake, using powder usually talc as
the main ingredient. Pigment is added, along emollients, skin adhesion agents and
binding agents to the formula before it is pressed into pans. The difference between this
type of foundation and pressed powder is that this provides more coverage (due to more
pigment), and contains more skin adhesion agents (to help it stick to the skin because
pressed powder is lighter weight, it requires less). Some formulas such as Pan Cake
also contain wax, and can only be applied with a wet sponge; others, such as M.A.C.
Studio Fix contain no emollient, and can only be used dry; the last group, such as
Lancme Dual Finish, contain a smaller amount of oil and can be used either way. This
provide a finished look and can blend from sheer to nearly full coverage, but can look
too floury and dry, especially around the eyes, or on drier/mature skin. They can also
flake and trickle down as they are applied and blended.

Mineral makeup most commonly refers to a foundation in loose powder format. The
most common minerals used as the base are mica, bismuth ox chloride, titanium dioxide
or zinc oxide. However, talc is also a mineral, so a talc-based powder could be considered
a mineral makeup although most mineral make-up sold makes a point of being talcfree. A mineral make-up may be all mineral, part mineral or contain less than 1%
mineral as part of the finished formula. Using this logic, practically all make-up could be
considered mineral.

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Ingredients are required, by the FDA, to be listed on every cosmetic, in descending order
of predominance. By examining the ingredient list, and recognizing the common
minerals, a consumer can see if the minerals are a large or small percent of that product.
The term "organic" does not apply to minerals, as they are a mined ingredient, from the
earth. Sometimes companies might combine minerals with organic ingredients in their
finished product. The terms "natural" and "hypo-allergenic" are not regulated by the FDA
and can be used at the manufacturers discretion.

Water-based make-up appeared after the end of World War II, with emulsifiers that
could successfully keep a water-and-oil blended emulsion stable being the key to their
development. This creamy liquid provided medium coverage with a far more natural feel
and appearance than oil, powder or emollient bases of the time, and became popular with
women since then. Examples include: Cover Girl Clean Makeup, Estee Lauder Country
Mist. Since then, variations on the formula have expanded the category significantly:
o

Water-based cream make-up has a rich, creamy texture that can be sheer to full
coverage with a moist, satiny finish. It usually comes in a jar or tube, and is much
more comfortable and realistic looking on the skin than the oil or emollient-based
predecessors. Examples: Elizabeth Arden Hydro-Light, Guerlain Issima. By Jove
Cosmetics, TRU2U Foundation.

Water-based oil-free eliminates oil altogether, but substitutes an emollient ester

or fatty alcohol in the base, and adds a mattifying agent usually clay to dry
to a flat, non-reflective (matte) finish. Oil-free liquids are quite thick and heavy,
and the earliest versions took time to pour out of the bottle. They provide solid
medium coverage but dry quickly, and can thus set before blended is complete.
The result is streaking, which is then difficult to smooth out without starting over
from scratch. The usual recommendation is to divide the face into quarter
sections, and to apply and blend the makeup over one section (rather than the
entire face) at a time. Blending over moisturized skin with a wet sponge can also
help compensate for the lack of slip. However, they will last a long time and resist
smudging, even on very oily skin. Examples: Clinique Stay-True Oil-Free.
27

Water-based transfer-resistant follows the same formulation as oil-free, but

uses a film former or polymer instead of (or in addition to) the clay to achieve a
matte finish that resists being rubbed off. Transfer-resistant make-up was
launched in 1993 by Revlon-owned Ultima II with Lipsexxxy, the first lip-colour
that included film former to prevent rubbing off. By 1996, WonderWear
foundation and Revlon Colorstay had been launched, using the same technology
as the lipsticks. Transfer-resistant (sometimes called transfer-proof) makeup will
last on very oily skin, skin that perspires heavily, or in humid climates longer than
any other type of foundation, though it is even more difficult to apply than oil-free
makeup. The thick texture dries almost instantly, and requires a fair amount of
experimentation to master. The most modern versions (such as Revlon Colorstay
SoftFlex) have made marked improvements over predecessors in that regard.

Silicone-based make-up uses a silicone or a blend of water and silicone as the

main ingredient. The most typical silicones used are dimethicone, polysiloxane and
volatile silicones such as cyclomethicone and phenyl trimethicone.

The silicone provides lubrication and viscosity (what some artists refer to as "slip") at a
level equal to, or often, even better than oil allowing a product to apply and blend over
the skin smoothly and evenly. Silicones have a lighter weight and are thus more
comfortable on the skin, as well as resisting filling in lines or large pores on the face.
Conventional silicones stay supple and smooth, even in dry climates, whereas volatile
silicones last long enough to blend over the face, then evaporate (like alcohol), leaving
little to no feel behind. Silicone-based makeups are less likely to oxidize or change color
during wear. One of the biggest challenges facing silicone bases is the tendency for the
product to break and/or ball up on the skin, something unique to silicones and out of
control of the user. Ionizing the silicones (electrically charging the silicone positive) helps
it adhere to (negatively charged) skin, although this technology is in its infancy and thus
rather expensive. Examples: Maybelline Dream Matte Mousse.

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FACEPOWDER

Face powder is a cosmeticpowder applied to the face to set a foundation after application. It can
also be reapplied throughout the day to minimize shininess caused by oily skin. There is
translucent sheer powder, and there is pigmented powder. Certain types of pigmented facial
powders are meant be worn alone with no base foundation. Powder tones the face and gives an
even appearance. Besides toning the face, some powders with sunscreen can also reduce skin
damage from sunlight and environmental stress.
It comes packaged either as a compact or as loose powder. It can be applied with a sponge,
brush, or powder puff. Uniform distribution over the face is achieved more easily when a loose
powder is applied.
Because of the wide variation among human skin tones, there is a corresponding variety of colors
of face powder. There are also several types of powder. A common powder used in beauty
products is talc (or baby powder), which is absorbent and provides toning to the skin.

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ROUGE

Rouge is a cosmetic typically used by women to redden the cheeks so as to provide a more
youthful appearance, and to emphasize the cheekbones. Rouge was used as early as in ancient
Egypt. It was also applied on the lips, the way lipstick would be used today. In some times and
places, both men and women wore rouge, such as during the Regency period in England. In
Britain's Victorian Age, when wearing makeup was associated with low morals, ladies resorted to
pinching their cheeks (and biting their lips) to make them appear red instead.
Various substances have been used as rouge. In ancient Greece for example, crushed mulberries
were favored, while red beet juice, crushed strawberries and red amaranth[1] have also variously
been used.In modern times, rouge generally consists of a red-colored talcum-based powder that
is applied with a brush to the cheek. The coloring is usually either the substance of safflor (the
petals of safflower), or a solution of carmine in ammonium hydroxide and rosewater perfumed
with rose oil. A cream-based variant of rouge is schnouda, a colorless mixture of Alloxan with
cold cream, which also colors the skin red.

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MASCARA
Mascara is a cosmetic commonly used to enhance the eyes. It may darken, thicken, lengthen,
and/or define the eyelashes. Normally in one of three formsliquid, cake, or creamthe
modern mascara product has various formulas; however, most contain the same basic
components of pigments, oils, waxes, and preservatives. A cosmetic substance for darkening,
lengthening, curling, coloring, and thickening the eyelashes, applied with a brush or rod." The
Oxford English Dictionary (OED) adds that mascara is occasionally used on the eyebrows as
well.
The OED also references mascaro from works published in the late 1400s. In 1886, the Peck &
Snyder Catalogue advertises, Mascaro or Water Cosmetique For darkening the eyebrow and
moustaches without greasing them and making them prominent. In 1890, the Century
Dictionary defined mascara as a kind of paint used for the eyebrows and eyelashes by actors.
And in 1894, N. Lynn advises in Lynns Practical Hints for Making-up, to darken eyelashes,
paint with mascara, or black paint, with a small brush.
Across the Atlantic Ocean and at roughly the same time, in 1913, a man named T. L. Williams
created a remarkably similar substance for his sister Maybel. Later in 1917, T. L. Williams
started a mail-order business from the product that grew to become the company Maybelline.
The mascara developed by these two men consisted of petroleum jelly and coal in a set ratio. It
was undeniably messy, and a better alternative was soon developed. A dampened brush was
rubbed against a cake containing soap and black dye in equal proportions and applied to the
lashes. Still it was extremely messy. No significant improvement occurred until 1957 with an
innovation by Helena Rubinstein.
The events leading to Rubinsteins improvement began in Paris in the early 1900s. There, at the
fashion capital of the world, mascara was quickly gaining popularity and common usage.
Elizabeth Arden and Helena Rubinstein, two giants in the American beauty industry, watched
and kept abreast of its development.
31

After the First World War, American consumers became eager for new products. Sensing an
opportunity, both Rubinstein and Arden launched their own brands of cosmetics that included
mascara. Through the efforts of these two rivals and public temperament, mascara finally gained
respectability and favor in American society.
The invention of the photograph and motion picture launched mascaras popularity and usage
further forward in America. Motion pictures especially advertised a new standard of beauty and
sex appeal. Famous actresses of the classic cinema era, such as Theda Bara, Pola Negri, Clara
Bow, Greta Garbo, Marlene Dietrich, Bette Davis, and Jean Harlow, depended heavily upon
mascara for their glamorized appearances, which the average woman sought to mimic.In 1933, a
woman known on court records as Mrs. Brown consented to have her eyelashes permanently
dyed. Unfortunately, the product, Lash Lure, used paraphenylenediamine, a chemical extremely
toxic to the body, as the dyeing agent. At the time, cosmetics were unregulated by the Federal
Drug Administration, and the dangers of paraphenylenediamine were unknown. Within hours of
the treatment, Mrs. Brown began experiencing severe symptoms of stinging and burning eyes.
By the next morning, Mrs. Browns eyes had developed ulcers which oozed and had swollen
shut. Use of Lash Lure resulted in blindness in Mrs. Brown and fifteen other women and also
caused the death of another. It was only after the Lash Lure incident and several others like it,
documented in Ruth deForest Lambs book entitled American Chamber of Horrors, that
Congress granted the FDA the right to regulate cosmetics in 1938. Years later in 1957,
Rubinstein created a formula that evolved mascara from a hard cake into a lotion-based cream.
She packaged the new mascara in a tube to be sold with a brush. For use, the cream was
squeezed onto the brush and applied to lashes. Although still messy, it was a step towards the
modern mascara product.
Soon, a grooved rod was patented. This device picked up the same amount of mascara for each
use. Then the grooved rod was altered to the brush similar to the ones used today. The change in
applicator led mascara to be even easier to use, and its popularity increased. In 2005, Procter and
Gamble developed the Moldtrusion brush, a mascara wand that used bristles made of
thermoplastic instead of nylon. The first mascara marketed to use this brush was the Max Factor
Lash Perfection.

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EYELINER
Eyeliner is a cosmetic used to define the eyes. It is applied around the contours of the eye(s) to
create a variety of aesthetic effects. The makeup is worn by both women and men. Eyeliner was
first used in Ancient Middle East and Mesopotamia as a dark black line around the eyes. As early
as 10,000 BC, Egyptians wore various cosmetics not only for aesthetics but to protect the skin
from the desert sun. Research has also speculated that eyeliner was worn to protect the wearer
from the evil eye. The characteristic of having heavily lined eyes has been frequently depicted in
ancient Egyptian art. They produced eyeliner with a variety of materials; including copper ore
and antimony (see Kohl cosmetics).
In the 1920s, Tutankhamun's tomb was discovered, introducing the use of eyeliner to the Western
world. The 1920s were an era commonly associated with many changes in women's fashion, and
women felt freer to apply makeup more liberally.
In the 1960s, liquid eyeliner was used to create thick black and white lines around the eyes in the
makeup fashion associated with designers like Mary Quant.
In the late twentieth and early twenty-first century, heavy eyeliner use has been associated with
Gothic fashion and Punk fashion. Eyeliner of varying degrees of thickness, particularly "guy
liner" on males such as Pete Wentz, and it has also become associated with the emo subculture
and various alternative lifestyles.
Eyeliner is commonly used as a daily make up routine to define the eye or create the look of a
wider or smaller eye. Eyeliner can be used as a tool to create various looks as well as
highlighting different features of the eyes. Whether it be with a winged eyeliner or tight lined at
the waterline, eyeliner can be placed in various parts of the eye to create different looks. Eyeliner
can be drawn above upper lashes or below lower lashes or both, even on the water lines of your
eyes. Its primary purpose is to make the lashes look lush, but it also draws attention to the eye
and can enhance or even change the eye's shape. Eyeliner is available in a wide range of hues,
from the common black, brown and grey to more adventurous shades such as bright primary
colors, pastels, frosty silvers and golds, white and even glitter-flecked colors.

33

It can also be used for showing depression in photographs, such as the famous "Bleeding
Mascara".
Tight lining is the use of eye liner tight against the water line under the lashes of the upper lid,
and above the lashes of the lower lid. Due to the proximity to the membranes, and the surface of
the eye itself, waterproof eye liner is preferred. Tight lining is a technique which makes the
eyelashes appear to start farther back on the eyelid, thus making them look longer. Gel eyeliner
and a small angled brush may be used to create this look.
Depending on its texture, eyeliner can be softly smudged or clearly defined. There are five main
types of eyeliner available on the market: each produces a different effect.

Liquid eyeliner is an opaque liquid that usually comes in a small bottle and is applied
with a tiny brush or felt applicator. It creates a sharp, precise line. Because liquid eyeliner
gives a much heavier appearance, it is often only applied to the upper lash line.

Powder-based eye pencil is eyeliner in a wood pencil. It is generally available in dark

matter shades.

Wax-based eye pencils are softer pencils and contain waxes that ease application. They
come in a wide variety of intense colors as well as paler shades such as white or beige.
Wax-based eyeliners can also come in a cone or a compact with brush applicator.

Kohl eyeliner is a soft powder available in dark matte shades. It is most often used in
black to outline the eyes. It comes in pencil, pressed powder, or loose powder form. This
type of eyeliner is more likely to smudge.

Gel eye liner, which is a softer gel liner that can be easily applied with an eyeliner brush.
It can be precisely applied and is much softer than Kohl.

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EYESHADOW

Eye shadow is a cosmetic that is applied on the eyelids and under the eyebrows. It is commonly
used to make the wearer's eyes stand out or look more attractive.
Eye shadow can add depth and dimension to one's eyes, complement the eye color, or simply
draw attention to the eyes. Eye shadow comes in many different colors and textures. It is usually
made from a powder and mica, but can also be found in liquid, pencil, or mousse form.
Civilizations across the world use eye shadow - predominantly on females, but also occasionally
on males. In Western society, it is seen as a feminine cosmetic, even when used by men. On
average, the distance between eyelashes and eyebrows is twice as big in women as in men. Thus
pale eye shadow visually enlarges this area and has a feminizing effect. In Gothic fashion, black
or similarly dark-colored eye shadow and other types of eye makeup are popular amongst both
genders. Many people use eye shadow simply to improve their appearance, but it is also
commonly used in theatre and other plays, to create a memorable look, with bright, bold colors.
Depending on skin tone and experience, the effect of eye shadow usually brings out glamour and
gains attention. The use of eye shadow attempts to replicate the natural eye shadow that some
women exhibit due to a natural contrasting pigmentation on their eyelids. Natural eye shadow
can range anywhere from a glossy shine to one's eyelids, to a pinkish tone, or even a silver look.
Eye shadow can be applied in a wide variety of ways depending upon the desired look and
formulation. Typically application is done using fingers or brushes. The most important aspect of
35

applying eye shadow, and makeup in general, is blending well. However, you must not forget to
include a primer to limit the chances of creases in your eye shadow later.
To remove eye shadow, a commercial eye makeup remover can be utilized, though a rich face
wash will usually remove all traces of color. Generally it is easy to remove, and simple water and
soap can be used. Eye shadow, eyeliner, and mascara may also be removed using baby oil. There
are also makeup wipes that can be used.
Cosmetics have been used for as long as there have been people to use them. Face painting is
mentioned in the Old Testament (Book of Ezekiel 23:40) and eye shadow was used in Egyptian
burials dating back to 10,000 BC. The word "cosmetae" was first used to describe Roman slaves
whose duty was to bathe men and women in perfume.
As early as 10,000 BC, men and women used scented oils and ointments to clean and soften their
skin and mask body odor. Dyes and paints were used to color the skin, body and hair. They
rouged their lips and cheeks, stained their nails with henna, and lined their eyes and eyebrows
heavily with kohl. Kohl was a dark-colored powder made of crushed antimony, burnt almonds,
lead, oxidizedcopper, ochre, ash, malachite, and chrysocolla (a blue-green copper ore) or any
combination thereof. It was applied with a small stick. The upper and lower eyelids were painted
in a line that extended to the sides of the face for an almond effect. In addition to reducing sun
glare, it was believed that kohl eyeliner could restore good eyesight and reduce eye infection.
Kohl was kept in a small, flat-bottomed pot with a wide, tiny rim and a flat, disk-shaped lid.
According to images of the time, the use of makeup was not limited to women. Highly polished
silver and copper mirrors aided the application of makeup.
In Greece, precious oils, perfumes, cosmetic powders, eye shadows, skin glosses, paints, beauty
unguents, and hair dyes were in universal use.
Export and sale of these items formed an important part of trade around the Mediterranean.
During the 7th and 8th centuries BC, Corinthian, Rhodian and East Greek traders dominated
markets in perfume flasks and cosmetic containers. The containers included aryballoi, alabastra,
pyxides and other small specialized shapes.

36

Men and women in the Near East painted their faces with kohl just like the Egyptians did. This
was to protect them from the evil eye. After the defeat of the Greeks by the Romans, the
Romans adapted the Egyptian custom, albeit with different ends.
To the Romans, applying eye shadow became a matter of fashion and esthetics. Other cosmetics
took on a medicinal application in Rome. Plagues were so rampant throughout Rome, that
aromatic gums and resins were burned to repel demons and bad spirits. Common ingredients in
eye shadows consist of talc, mica, sericite, magnesium stearate, colorants, and preservatives.
Fillers in eye shadows are primarily talc. The liquid binders are typically a silicone and the dry
binders are typically magnesium stearate. In order to make an eye shadow, there has to be a
balance between the fillers, dry binders and liquid binders. Once the ideal combination is found
the shadow are pressed using 700-900psi.
NAIL POLISH
Nail polish is a lacquer that can be applied to the human fingernails or toenails to decorate and
protect the nail plate. Todays nail polish is a refined version of the paint on vehicles. Car paint
alone would be unsuitable for human nails, as its brittle formula is designed for the rigid surface
of a car; its formula has been revised repeatedly in order to prevent the cracking or flaking that
occurs with the natural movement of the nail.
Nail polish originated in China, and its use dates back to 3000 BC. The Ming dynasty, nail polish
was often made from a mixture of beeswax, egg whites, gelatin, vegetable dyes, and gum Arabic.
Egyptians used henna stains making their fingernails orange which would then turn dark red or
brown after the stain matured. In 1300 BC, the color the nail polish symbolized the ranking of
social class each individual earned: gold and silver were considered to be the royal colors;
however, were later changed to black and red. The lower classes would wear pale colors and
when the high society color changed to red that is the color Cleopatra would often wear.
By the turn of the 9th century, nails were tinted with scented red oils, and polished or buffed. In
the 19th and early 20th centuries, people pursued a polished rather than a painted look by
massaging tinted powders and creams into their nails, then buffing them shiny. One such
polishing product sold around this time was Graf's Hyglo nail polish paste. Some people during
37

this period painted their nails with an air brush. After the creation of automobile paint, Cutex
produced the first modern nail polish in 1917 with the introduction of colored nail glosses.
Once nail polish was refined, it was often used in the place of gloves to cover up the grime
underneath the nails. Colored nail polish was also considered at one time self-mutilation and
unhealthy by psychiatrists. Despite this, the first lady to wear solid colors was Eleanor
Roosevelt. Synthetic nail polish was introduced around the 1920s in Paris.
Gel
This type of polish is set under UV light; it lasts longer than regular nail polish, because it
hardens more.
This type of nail polish is a clear colored polish formula that is used specifically after applying
nail polish to the nail. The purpose of it is to strengthen nails with protein, vitamin E and calcium
which are formula that can help nail from breakage, peeling and restore moisture to the nail,
especially those with dry or brittle nails. By applying Base Coat, the polish forms a smooth
surface by filling in ridges that can appear on unhealthy nails. There are two types of base coats,
one is a normal formula where the consistency can be compared to regular nail polishes and the
other is one that is thicker in consistency which is for people with thinner nails and those with
deeper ridges to fill in the gaps for a smooth surface. Base coat creates a barrier by protecting it
from damages such as peeling and staining, especially red colored nail polish that tends to stain
the nail yellow.
Nail polish started traditionally in clear, red, pink, purple, and black. Since that time, many new
colors and techniques have developed, resulting in nail polish that can be found in an extremely
diverse variety of colors. Beyond solid colors, nail polish has also developed an array of other
designs, such as nail polish stamps, crackled, magnetic, nail polish strips and stickers. Fake
rhinestones are also often applied. Some types of polish are advertised to cause nail growth,
make nails stronger, prevent nails from breaking, cracking and splitting, and to stop nail biting.
Nail polish may be applied as one of several components in a manicure.
Clear varnish is transparent and glossy layers which can make the nails appear clean and shiny.
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This type of nail polish can be used over other varnish for gloss or by itself, as a glitter nail
polish. The pigment of the clear nail polish can be altered b adding different shades of the colors
of the rainbow. Colors can be mixed together to produce different shades of nail polish.
Also, the colors white and black can be added to give the color a tinted look or a darkened
look. Similar to a clear varnish is an acrylic gel polish. This polish is much like the gel products
used in nail salons, which is essentially a strong, clear top coat typically applied over a colored
polish. The acrylic gel polish is more than just a glossy layer over nails; the polish gives the
underlying color polish support and protection from being easily chipped.
French manicures are manicures designed to resemble natural nails, and are characterized by
natural pink base nails with white tips, making it one of the first popular and well known color
schemes with nail polish. The tips of the nails are painted white while the rest of the nails are
polished in a pink or a suitable nude shade. French manicures may have originated in 18thcentury Paris and were popular in the 1920s and 1930s.
Black has been popular color of nail polish with Goths, emo and punks of both genders since the
1970s. However, black and dark nail colors were a huge trend as early as 1930s. Men also began
wearing nail polish in the mid-1970s. It began as a gothic trend but has recently developed into a
more style for men, worn both on fingernails and toenails.
Nail polish stamps and stickers that are more popular are animal prints, animals and flowers.
Despite this there are arrays of other stickers and stamps that can be found. Fake and real
rhinestones are also often applied to nails for additional decoration.
Magnetic nail polish is often used to create pattern on the nail using a magnet. A few patterns
that can be created are waves, layered effects, stars, chevrons, curves and many other patterns.
This usually comes in a base color and the magnetic part comes in black or gray.
Nail polish is removed with nail pads or nail polish remover, which is an organicsolvent, but may
also include oils, scents and coloring. Nail polish remover packages may include individual felt
pads soaked in remover, a bottle of liquid remover that can be used with a cotton ball or cotton
pad, and even containers filled with foam that can be used by inserting a finger into the container
39

and twisting until the polish comes off. The most common type of nail polish remover contains
the volatile organic compound acetone. It is powerful and effective, but is harsh on skin and
nails. It can also be used to remove artificial nails, which are usually made of acrylic.
Less harsh is ethyl acetate, the active ingredient in non-acetone nail polish removers, which also
often contain isopropyl alcohol.[12] Ethyl acetate is generally the solvent in nail polish itself.
Acetonitrile has been used as a nail polish remover, but it is toxic and potentially carcinogenic. It
has been banned in the European Economic Area for use in cosmetics since 17 March 2000.
CONCEALER
A concealer or color corrector is a type of makeup that is used to mask dark circles, and other
small blemishes visible on the skin. Concealers usually do a good job of hiding blemishes by
blending the imperfection into the surrounding skin tone. The product is mainly used by women,
but use among men is increasing.
Both concealer and foundation are typically used to make skin appear more uniform in color.
These two types of cosmetics differ in that concealers tend to be more heavily pigmented, though
they are available in a wide range of opacity. It also comes in different forms from liquid to
solid. Also, foundation is usually applied to larger areas. The first commercially available
concealer was Max Factor's Erace, launched in 1938. Concealer can be used alone or with
foundations. Camouflage makeup is a much heavier pigmented form of concealer. It is used to
cover serious skin discolorations such as birthmarks, scars and vitiligo. An example of a modern
camouflage makeup is Colortration, which is a liquid cover makeup.
Concealer is available in a variety of shades, from lightest to deepest. When picking a concealer,
people tend to choose one or two shades lighter than their skin tone to better hide their blemishes
and dark circles under the eye. Some colors are intended to look like a natural skin tone, while
others are meant to contrast with a particular type of blemish.
Concealers with yellow undertones are used to hide dark circles. Green and blue can counteract
red patches on the skin, such as those caused by pimples, broken veins, or rosacea. A purpletinted concealer can make sallow complexions look brighter. Colored concealers such as these
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are usually applied sparingly beneath a concealer or foundation that matches the wearer's skin
tone. Skin-toned concealers are not only the most common type, but are often sufficient on their
own at hiding or blurring imperfections.

LIPSTAIN
Lip Stain is a cosmetic product used to color the lips, usually in form of a liquid or gel. It
generally stays on longer than lipstick by leaving a stain of color on the lips. To help the product
stay on the lips, many stains may contain alcohol. These lips colorings products are available in a
variety of formulas, colors, and application types. The idea behind lip stains is to temporarily
saturate the lips with color with a dye, rather than applying a colored wax to the lips to color
them. A lip stain is usually designed to be waterproof so that the color will be long lasting, and
once the stain dries, it should not smear, stain, wear unevenly, or transfer to the teeth. A lip stain
may come in a bottle with an applicator which is used to brush the stain on to the lips, and it can
also come in a small jar, with users applying the stain with a finger or a cosmetic brush. However
it can dry the lips and is not recommended for winter.

OTHER USED PRODUCTS

Also included in the general category of cosmetics are skin care products. These include creams
and lotions to moisturize the face and body, sunscreens to protect the skin from damaging UV
radiation, and treatment products to repair or hide skin imperfections. (Acne, wrinkles, dark
circles, and under eyes, etc). Cosmetics can be liquid or cream emulsions: powders, both pressed
and loose: dispersions; and anhydrous creams or sticks. Makeup remover is the product used to
remove the makeup products applied on the skin. It is used for cleaning the skin for other
procedure, like applying any type of lotion at evening before the person go to sleep.

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ABOUT MAYBELLINE:
Maybelline is an American make up brand sold worldwide and owned by the French cosmetic
company LOreal. Their slogan is maybe shes born with it. Maybe its Maybelline.
The Maybelline Company was created by a 19 year old entrepreneur named Tom Lyle Williams
in 1915.williams noticed his older sister Maybel applying a mixture of Vaseline and cold dust to
her eye lashes to give them a darker, fuller look .He adapted it with a chemistry set and produced
a product sold locally called lash-in-brow-line.
Williams renamed his eye beautifier Maybelline, in honor of his sister Mabel, who gave him the
idea.in 1917 the company produced Maybelline cake mascara, if first modern eye cosmetic for
everyday use and ultra-lash in the 1960swhich was the first mass-market automatic.

ABOUT LOREAL:
The LOreal group is a French cosmetics and beauty company, headquarters in Clichy, haunts-deseine.it is the worlds largest cosmetics company, and has a registered office in Paris. It has
developed activities in the field of cosmetics, concentrating on hair color, skin care, sun
protection, makeup, perfumes and hair care, the company is active in the dermatology,
toxicology, tissue engineering and biopharmaceutical research fields and is the top
nanotechnology patent-holder in the United States.

ABOUT NYX:
NYX cosmetics, named after the ancient Greek goddess who ruled the night uniquely offers a
permanent collection of special occasion make up in addition to a solid selection of everyday
basics and on trend shades. Known for rich pigments and high pay off in products is what places
NYX in its own class and distinguishes the line as a leader in the massive color cosmetic
industry. NYX is available in seventy plus countries at thousands of retailers including stores like
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ultra, target, urban outfitters in the US, freestanding shops and over ten thousand beauty supply
stores around the world.NYX originated and is headquartered in the heart of sunny Los Angeles.
The cosmetics line was founded in 1999 by young entrepreneur named

4.1 ANALYSIS AND INTERPRETATION

TABLE 4.1
TABLE SHOWING MAJOR REVLON COSMETICS PRODUCTION COUNTRIES IN THE
WORLD

Countries

Percentage

USA

30%

Europe

15%

Russia

13%

India

8%

Iraq

12%

Oman

5%

Iran

12%

Bahrain

5%

From the above Table 4.1, it is inferred that the countries make a way of income made through
cosmetics. USA holding the highest of 30% of the cosmetics production in the world, then comes
Europe with 15%, Russia with 13%, Iraq and Iran with 12% and Bahrain and Oman having 5%
holding the least in the cosmetic market.

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CHART SHOWING MAJOR REVLON COSMETICS PRODUCTION COUNTRIES IN

THE WORLD

44

TABLE 4.2
TABLE SHOWING COSMETIC INDUSTRY, A FASTEST GROWING INDUSTRY

Production

% Production

Production %

Production

in the year 2013

in the year 2014

50

55

60

55

60

65

69

Maybelline

45

50

60

80

LOreal

32

33

35

50

Revlon

50

54

80

90

Cosmetics

in the year 2011

in the year 2012

Chambor

45

NYX

From the above Table 4.2, it is inferred that growth rate of Cosmetics in various countries is high
and it further results in tough competition. The production rate of cosmetics in various countries
has rapidly increased in over the years 2011-2014.

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CHART 4.2
CHART SHOWING COSMETIC INDUSTRY, A FASTEST GROWING INDUSTRY

46

TABLE 4.3
TABLE SHOWING THE MAXIMUM COSMETICS CONSUMPTION IN THE WORLD

Cosmetics

% of use

Revlon

42%

Chambor

24%

Dazzler

7%

Maybelline

1%

NYX

27%

LOreal

2%

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CHART 4.3

CHART SHOWING THE MAXIMUM COSMETICS CONSUMPTION IN THE WORLD

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TABLE 4.4
TABLE SHOWING THE STEADY GROWTH RATE OF COSMETICS
a) By Clustered column

COSMETICS

2011

2012

2013

REVLON

40

50

70

CHAMBOR

10

30

40

NYX

15

25

55

2014
80

60
60

The above table 4.4 shows the growth of Revlon cosmetics in over the years: 2011, 2012, 2013,
2014 .With the growing competition of other cosmetics like NYX and CHAMBOR from the
above diagram, Revlon takes the lead.

49

CHART 4.4
CHART SHOWING THE STEADY GROWTH RATE OF COSMETICS
A) By Clustered column

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TABLE 4.5
TABLE SHOWING THE GROWHT RATE OF COSMETICS

b) By stacked Column
COMPANY

2011

2012

2013

2014

REVLON

90

53

95

100

Chambor

25

30

40

24

NYX

15

35

25

10

The above Table 4.5 shows the growth rate of Revlon cosmetics in over the years: 2011, 2012,
2013 and 2014. With the growing competition of other cosmetics like NYX and CHAMBOR
from the above diagram, Revlon takes the lead again.

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CHART 4.5

TABLE SHOWING THE GROWHT RATE OF COSMETICS

B) By stacked Column

52

TABLE 4.6
TABLE SHOWING REVLON COSMETICS PRODUCTION IN THE WORLD

YEAR

PRODUCTION

2010

437.26

2011

551.17

2012

575.67

2013

609.05

2014

669.45

The above Table 4.6 shows that there is a steady increase in the production of Revlon Cosmetics
during the period of 2010-2014.

53

CHART 4.6
CHART SHOWING REVLON COSMETICS PRODUCTION IN THE WORLD

TABLE 4.7
TABLE SHOWING INDIVIDUAL PRODUCTS AND SALES UNDER REVLON.

54

REVLON

2013 SALES

2014 SALES

LIPSTICK

30%

40%

FOUNDATION

25%

30%

MASCARA

10%

34%

NAIL PAINT

35%

25%

In the above table there is an increase in the sales rate during the year 2013-2014 for the
products like lipstick, foundation and mascara. There is a decrease in the sales of nail
paint in the year 2014 compared to the preceding year.

CHART 4.7

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CHART SHOWING INDIVIDUAL PRODUCTS AND SALES UNDER REVLON.

5.1 FINDINGS

It is inferred that the countries make a way of income made through cosmetics. USA
holding the highest of 30% of the cosmetics production in the world, then comes Europe
with 15%, Russia with 13%, Iraq and Iran with 12% and Bahrain and Oman having 5%
holding the least in the cosmetic market.

The growth rate of Cosmetics in various countries is high and it further results in tough
competition. The production rate of cosmetics in various countries has rapidly increased
in over the years 2011-2014.

The growth of Revlon cosmetics over the years 2011-2014 .With the growing competition

of other cosmetics like NYX and CHAMBOR, Revlon takes the lead.
The growth rate of Revlon cosmetics over the years 2011- 2014. With the growing
competition of other cosmetics like NYX and CHAMBOR, Revlon takes the lead again.
56

There is a steady increase in the production of Revlon Cosmetics during the period of

2010-2014.
There is an increase in the sales rate during the year 2013-2014 for the products like
lipstick, foundation and mascara. There is a decrease in the sales of nail paint in the year
2014 compared to the preceding year.

5.2 SUGGESTIONS
I would like to suggest few points over which a thought can be given to overcome that drawback
due to which some of the problems are faced by the product Revlon products.
1) Company should encourage solving the customers complaint.
Customer satisfaction should be ultimate aim so that customer complaint should be
2)
3)
4)
5)

removal.
Promotion by local advertisement can also help in promoting sales of the product.
More promotional schemes should be introduced for customers.
Timely feedback should be taken so that all the problems can be easily removed.
The company should provide good margin of distributorship.

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5.3 CONCLUSION
This study has been very helpful in gaining knowledge towards Revlon cosmetics.
"Awareness has boosted knowledge ". The increase in growth and awareness led to the entry of
many international brands in the Indian market. The cosmetics market in India is flooded with
many international brands. Revlon, of which is one among the leading brands capturing threefourth of the cosmetics market fulfilling the needs of every women.

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BIBLIOGRAPHY

www.revlon.com
www.revlon.com.in
www.hll.com/hll/knowus/personalpro_skincare_revlon.html

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